Abstract: Present research has been conducted to answer the following question: What is the most influential factor in shaping the relationship marketing strategy in the services sector? In this study, to illustrate the dimensions of this type of marketing and how to shape it in insurance industry, after literature reviewing and analyzing of their content, three aspects of organizational internal factors, organizational external factors and moral factors have been detected as the factors forming the relationship marketing insurance services and each one’s effectiveness on shaping the relationship marketing have been investigated. Hence, with scrutinizing the relationship marketing literature and developing a theoretical model, three independent variables of organizational internal factors, organizational external factors and moral factors in relation to the sample volume of 200 insurance offices have been studied. Research data have been analyzed by SmartPLS 3 and SPSS ver.22 software. The results showed that organizational external factors have the greatest impact on the relationship marketing and then the organizational internal factors and moral factors have had the greatest effect.

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