ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS)

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SEHHAT SAEED; NOURBAKBSH SEYED KAMRAN; REZAEE HAJIDEHI LEILA

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Paper Information

Journal: IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH) Year:2014 | Volume:29 | Issue:3 (115) Page(s): 153-175

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Title

ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS)

Author(s)

SEHHAT SAEED | NOURBAKBSH SEYED KAMRAN | REZAEE HAJIDEHI LEILA | Issue Writer Certificate

Keywords

BRAND LOYALTYQ2

COMMITMENT TO BRANDQ2

INTEREST TO BRANDQ2

STRATEGIC COMMUNICATION MANAGEMENTQ2

Abstract

The current study identifies the effective factors on the BRAND LOYALTY in the insurance companies affiliated to the banks. The sample society includes the insurance companies affiliated to the banks in Tehran and the responders are customers and consumers of these companies around this city. The results indicated that the interest in the brand has the greatest impact on the customer loyalty. The emotional commitment to the brand and the strategic management approaches in relation to the customer loyalty are effective directly and indirectly, respectively. Amongst the components of strategic relationship marketing, the emotional approaches have the greatest impact on the customers' loyalty. Also, other variables such as uniqueness, confidence and self-image have had the greatest impact on the customer loyalty. The variable of "cost" did not have any direct or indirect significant effect on the customer loyalty.

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APA: Copy

SEHHAT, SAEED, NOURBAKBSH, SEYED KAMRAN, & REZAEE HAJIDEHI, LEILA. (2014). ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS). IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), 29(3 (115)), 153-175. SID. https://sid.ir/paper/100827/en

Vancouver: Copy

SEHHAT SAEED, NOURBAKBSH SEYED KAMRAN, REZAEE HAJIDEHI LEILA. ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS). IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH)[Internet]. 2014;29(3 (115)):153-175. Available from: https://sid.ir/paper/100827/en

IEEE: Copy

SAEED SEHHAT, SEYED KAMRAN NOURBAKBSH, and LEILA REZAEE HAJIDEHI, “ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS),” IRANIAN JOURNAL OF INSURANCE RESEARCH (SANAAT-E-BIMEH), vol. 29, no. 3 (115), pp. 153–175, 2014, [Online]. Available: https://sid.ir/paper/100827/en

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