Advances in Environmental Biology, ( ISI ), Volume (8), No (13), Year (2014-11) , Pages (1210-1218)

Title : ( The Effect of Relationship Marketing Techniques on Trust, Satisfaction and Relational Commitment from Point of view of Iran Insurance Agencies Managers in Mashhad )

Authors: Zinab Hosseinzadeh , Azar Kaffashpoor , Touraj Sadeghi ,

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In these days, organization founded that maintenance of existing costumers is cheaper than attracting new customers. so customers play more important role in compare to the past. However, strong relationship between customer satisfaction and organization profitability is accepted and customer satisfaction transformed to an important operational goal in most of organization. Therefore, enterprises should have attention to their correlation with customers and obtain their loyalty and whit cognition and understanding of their valid needs and provide rightful products and services. But strong importation of customers transformed to new paradigm that is named relationship marketing, and it need using of proper tool for maintenance of customers. In this context good relationship is a kind of relation that produces satisfaction loyalty and commitment. In this research, tried to be measured effects of using the relationship marketing techniques to relationship quality in the Iran insurance representatives. We use one questionnaire for gathering data. That Stability estimated in 98%. For gathering the managers view point we use numbers of samples were 250. After data analyses by SPSS software, results show that tangible rewards and personal relationships technique, prefer behavior and direct mail technique had positive effect on relationship quality. With regard to this result some suggestions were presented for improve the relationship between Iran insurance representatives and their customers.

Keywords

, Relationship marketing, trust, satisfaction, relational commitment, Iran
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@article{paperid:1055767,
author = {Zinab Hosseinzadeh and Kaffashpoor, Azar and Touraj Sadeghi},
title = {The Effect of Relationship Marketing Techniques on Trust, Satisfaction and Relational Commitment from Point of view of Iran Insurance Agencies Managers in Mashhad},
journal = {Advances in Environmental Biology},
year = {2014},
volume = {8},
number = {13},
month = {November},
issn = {1995-0756},
pages = {1210--1218},
numpages = {8},
keywords = {Relationship marketing; trust; satisfaction; relational commitment; Iran insurance.},
}

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%0 Journal Article
%T The Effect of Relationship Marketing Techniques on Trust, Satisfaction and Relational Commitment from Point of view of Iran Insurance Agencies Managers in Mashhad
%A Zinab Hosseinzadeh
%A Kaffashpoor, Azar
%A Touraj Sadeghi
%J Advances in Environmental Biology
%@ 1995-0756
%D 2014

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