Advances in Environmental Biology

Advances in Environmental Biology, 8(13) August 2014, Pages: 1210-1218
AENSI Journals
Advances in Environmental Biology
ISSN-1995-0756 EISSN-1998-1066
Journal home page: http://www.aensiweb.com/AEB/
The Effect of Relationship Marketing Techniques on Trust, Satisfaction and
Relational Commitment from Point of view of Iran Insurance Agencies Managers
in Mashhad
1Zinab
1
2
3
Hosseinzadeh, 2Azar KafashPoor and 3Touraj Sadeghi
Master Student of Business Management, Islamic Azad University, Neyshabour Branch
Assistant professor, Department of Management, Islamic Azad University, Neyshabour Branch
Assistant professor, Department of Management, Islamic Azad University, Neyshabour Branch
ARTICLE INFO
Article history:
Received 25 July 2014
Received in revised form
8 August 2014
Accepted 2 November 2014
Available online 13 November 2014
Keywords:
Relationship marketing, trust,
satisfaction, relational commitment ,
Iran insurance.
ABSTRACT
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.
© 2014 AENSI Publisher All rights reserved.
To Cite This Article: Zinab Hosseinzadeh, Azar KafashPoor and Touraj Sadeghi, The Effect of Relationship Marketing Techniques on
Trust, Satisfaction and Relational Commitment from Point of view of Iran Insurance Agencies Managers in Mashhad. Adv. Environ. Biol.,
8(13), 1210-1218, 2014
INTRODUCTION
One of the most valuable for corporation is relationship with customers, employees, suppliers, distributors,
dealers and retail stores. The relational capital of a company is Combination of knowledge, experience and trust
that has to Customers, employees, suppliers and distributors of its partners. The value of these relationships are
often more than the value of the physical assets of a company. Relationship-oriented, guaranteed the future
value of corporation [14].
Relation marketing Created a major change in marketing. This change was Move from merely thinking
about competition and conflict, To think about dependency and mutual cooperation. The Relation marketing
consider importance of cooperation between various Parties such as suppliers, employees, Distributors, dealers
and retailers for present better value to Target customers. So companies need a tool to measure the relationship
in order that describe strengths, weaknesses, opportunities and threats associated with these relations.
The concept of relationship marketing has received considerable research attention from marketing
researchers over the last decades [17,21,22]. A fundamental benefit of pursuing relationship marketing
orientation is purported to be the creation of stronger consumer relationships that enhance performance results,
such as sales growth, market share, profits, and customer satisfaction [2,17]. However, the empirical evidence
remains equivocal [22]. Several studies have found support for the fundamental RMO performance relationship
[2,8,26,27]. Others have shown that in certain situations, RMO may have negative effects on performance
results [3,13].
The main features of relationship marketing as follows:
Corresponding Author: Zinab Hosseinzadeh, Master Student of Business Management, Islamic Azad University
Neyshabour Branch.
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Advances in Environmental Biology, 8(13) August 2014, Pages: 1210-1218
• relation marketing firm production focuses on partners and customers.
• relation marketing rather than attract new customers focus in retention existing customers and growth.
• relation marketing relies more on listening and learning rather than talk.
Relation Marketing:
Different definitions have been discussed to explain RM that is: (i) to retain customers and extend
relevancies and/or attempt for fortifying this relevancies with them [6], (ii) understanding and managing
relationships between a customer and a supplier [25], (iii) to identify, create, save, and improve relations with
both customers and stockholders that it was created by trusting [10] and (iv) to try to attract a participation by
customer, supplier, and stockholder in expensing activities of company such as marketing [28]. Relationship
marketing is attracting, maintaining and enhancing relationships with customers. Also, Relationship marketing
refers to all marketing activities in order to establish, develop and maintain beneficial exchanges [17]. To
perform and exert RM principles in real world, a manager ought to know better of factors such as market
situation, equipment of informing, database, customer's ability to make use of informational systems, and other
effective environmental factors to beget an amicable and warm relation with customer [28] because the
importance of any tactic is changed at time and place. Essential RM tactics are considered were as follows:
Techniques of Relationship marketing:
For the establishment and application of the principles of relationship marketing in the real environment,
many techniques are available, But what is important to apply any of the techniques is that the application must
be due to factors such as Market conditions, organization facilities in the field of inform, databases, customers'
ability to use information systems and other environmental factors affecting in Establishing near relationships
with customers.
- Tangible Rewards: is to make a present of visible benefits such as price discount, gift, or coupons [23] in order
to generate customers loyalty. Tangible reward model the customer behavior by transforming their mind from
“loving the service" to "getting a benefit from the service”, and this new perception of customer makes the
market more active and enhance the service more acceptable in introduction stage [28].
- Interpersonal Communication: is transfer and/or distribute information and sharing among persons [7]. When
a communication is used timely and suitably, it solves and adjusts discussion and disputation [5]. Previous
studies have shown that retailers can be more active both by having and expanding communication with
customer necessaries and by presenting marketing activities messages to exhibit their supporting from
customers. Communication can be helpful not only to retain, improve and establish a relation to in higher levels
[30] but also to beget amicable and warm forms from it.
- Preferential treatment: is discriminatory treatment between regular and non regular customer [31]. Thus, a
customer was lionized during and after process of service receipts due to create satisfaction and loyalty [11]. It
is an unwritten law that any company don’t to give heed to regular and non regular customer similarly [15]. It
seems that customer who has received a preferential treatment will adhere to corporation.
- Direct correspondence: is including of letters or catalogues were mailed to a customer directly as it is a good
method to communicate with the customers [4,17].
Relationship Quality:
Relationships: the relationship of the organization is to create loyal customers. In fact, interdisciplinary
create effective and appropriate communication between internal and external components .Levitt quality of
communication can be defined as: a set of values that intangible goods or services that will enhance the
expected results of the transactions between buyers and sellers. Bejou et al ,1996 Concluded that the quality of
customer-supplier relationship is a key requirement for success in making long relationship with the client.
Gomson two dimensions in relation to identified levels of service they introduced him as a professional
relationships.
Dimension of relation quality:
In science marketing, the main dimension of relation quality comprise trust, Communicative satisfaction
and commitment [18].
Communicative satisfaction: The degree which Performance, Estimates customer expectations. If the
supplier does not act in accordance with customer expectations, a relationship does not cause.
Commitment: Moorman, Deshpande and Zaltman (1992) defined Commitment as a desire to Preservation
the relationship. Commitment, is important structure for long term relationship. With regard t literature,
commitment Has the following dimensions:
1- Emotional commitment
2- Normative commitment
3- Continuous commitment
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Advances in Environmental Biology, 8(13) August 2014, Pages: 1210-1218
Trust: Trust is an essential element of relationship success. Moorman Deshpande and Zaltman (1992)
defined trust as Willingness to rely on partner, And recommended that the Trusted expectations will lead to
reliability. Trust is a multidimensional concept that comprise aspects of behavioral, emotional, and perception.
Supplier trust is created through consistent product quality, competence and compassion. Prerequisite for trust is
satisfaction. Without satisfied customers can not be trusted to attract customers.
A literature:
In second part, according to Naude and Buttle [18], there are three components of RQ, including trust,
relationship commitment, and relationship satisfaction. Crosby et al [2] defined RQ from the customer’s
perspective as being achieved through the salesperson’s ability to reduce perceived uncertainty leading to an
environment where “... the customer is able to rely on the salesperson’s integrity and has confidence in the
salesperson’s future performance because the level of past performance has been consistently satisfactory”.
Hence, relationship's customers create mutual rewards [24] which benefit both the firm and the customer. By
building relationship with customer, an organization to be able to gain quality sources of intelligence marketing
to plan a better marketing strategy and the RM measurement to be able to predict customer’s loyalty [20].
Teseng [28] in research with title "Effects of relationship marketing techniques on service quality in
service" examined affect of relationships quality through relationship marketing. Results indicate that
establishment of relation marketing system in service corporations Can increase the service quality in customer
relations and ultimately lead to behavioral loyalty.
In 2005, a study Ndubisa and wah seeking certification as the basis of factor analysis and relationship
marketing and customer satisfaction and independent variables), trust, commitment, communication, conflict
management competence (dependent) relationship quality and satisfaction (correlation analysis (analysis factors
and audit) conducted a marketing relationship between customers on the basis of the results of five perceived
relationship quality and customer satisfaction achieved distinction.
The study conducted by Main [16], shows that relationship marketing involves using methods and tactics to
develop long-term relationships with customers in order to retain and grow them. An organization must exceed
their customers’ expectations in order to satisfy, retain and develop a healthy relationship with them. However,
The Harvard business school Newsletter executive Education (2009) suggests that brand loyalty can only be
secured through relationship marketing.
Gregory [9] posit that relationship marketing focuses on using customer service and quality of service as
benchmarks in a company’s marketing activities. Relationship marketing campaigns are developed by looking at
the lifetime relationships with clients rather than the individual dealings in order to increase short term profit.
Fig. 1: Conceptual models.
Hypotheses:
1- There is a meaningful relationship between techniques of Relationship marketing and relationship quality
with customers from point of view of Iran Insurance agencies managers in Mashhad.
2- There is a meaningful relationship between Tangible rewards and trust to customers from point of view of
Iran Insurance agencies managers in Mashhad.
3- There is a meaningful relationship between Tangible rewards and level of Communicative Commitment in
customers from point of view of Iran Insurance agencies managers in Mashhad.
4- There is a meaningful relationship between Tangible rewards and level of satisfaction in customers from
point of view of Iran Insurance agencies managers in Mashhad.
5- There is a meaningful relationship between Personal Relationship and level of trust in customers from point
of view of Iran Insurance agencies managers in Mashhad.
6- There is a meaningful relationship between Personal Relationship and level of Communicative
Commitment in customers from point of view of Iran Insurance agencies managers in Mashhad.
7- There is a meaningful relationship between Personal Relationship and level of satisfaction in customers
from point of view of Iran Insurance agencies managers in Mashhad.
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8- There is a meaningful relationship between Preferential treatment and level of trust in customers from point
of view of Iran Insurance agencies managers in Mashhad.
9- There is a meaningful relationship between Preferential treatment and level of Communicative
Commitment in customers from point of view of Iran Insurance agencies managers in Mashhad.
10- There is a meaningful relationship between Preferential treatment and level of satisfaction in customers
from point of view Insurance agencies managers in Mashhad.
11- There is a meaningful relationship between Direct correspondence and level of trust in customers from
point of view Insurance agencies managers in Mashhad.
12- There is a meaningful relationship between Direct correspondence and level of Communicative
Commitment in customers from point of view Insurance agencies managers in Mashhad.
13- There is a meaningful relationship between Direct correspondence and level of satisfaction in customers
from point of view Insurance agencies managers in Mashhad.
Methodology:
In this research, tried to be measured effects of using the relationship marketing techniques to relationship
quality in the Iran insurance representatives. Statistical population, includes managers of Insurance agencies in
mashhad. Therefore, 250 questionnaires were distributed among members of statistical community. The tool
that was used to measure the quantitative data is SPSS 19 Software. All constructs were measured using fivepoint likert scales with anchors strongly disagree (= 1) and strongly agree (= 5). All items were positively
worded. In order to evaluate the validity of the data achieved through instrument (questionnaire) readers,
advisors, and experts, and also factor analysis is used. To get reliability coefficient before final implementation,
a sample was randomly chosen and the questionnaire was conducted. Cronbach’s alpha was assigned to be 0/89
which is an evidence for reliability of the questionnaire. In table 1 our research the reliability of the items is
checked through Cronbach’s alpha which shows that our research variables are reliable and there exists internal
consistency between them.
Table 1: Reliability coefficient of research variables related to given hypotheses.
hypothesis
Number of Questions
Cronbach’s Alpha
second hypothesis
2
0/91
third hypothesis
2
0/82
fourth hypothesis
2
0/90
fifth hypothesis
3
0/80
sixth hypothesis
3
0/77
seventh hypothesis
3
0/78
eighth hypothesis
2
0/94
Ninth hypothesis
2
0/76
Tenth hypothesis
2
0/85
Eleventh hypothesis
2
0/88
Twelfth hypothesis
2
0/84
Thirteenth hypothesis
2
0/78
Total factor
0/89
Descriptive data:
Table 2 shows Descriptive statistical data the relation to the customers participated to the research (n =
250). The social demographic qualification of the participants are as follows: 146 male (58.4 %) and 104 female
(41.6 %) participated to the research:
Table 2: Demographic qualifications of participants: Gender.
Gender
Male
Female
Frequency
146
104
(%)
58/4
41/6
The educational background of the participants are; 35 people (% 14.0) diploma, 59 people (% 23.6) have
Associate course, 124 people have b.sc degree (% 49.6) and 32 people (% 12.8) have m. sc and phd degree:
Table 3: Demographic qualifications of participants: Education
Education
Diploma
Associate course
b.sc
m. sc/ phd
total
Frequency
35
59
124
32
250
(%)
14.0
23.6
49.6
12.8
100
The Years of service in participants are; 66 people (% 26.4) are between 0 - 5; 117 people (% 46.8) are
between 6-10; 36 people (% 14.4) are between 11-15, ; 31 people (% 12.4) are between 16-20:
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Table 4: Demographic qualifications of participants: Years of service.
Age
Frequency
<5
66
6– 10
117
11– 15
36
16– 20
31
21– 25
0
26 <
0
(%)
26.4
46.8
14.4
12.4
0
0
Findings analysis:
First hypothesis: There is a meaningful relationship between techniques of Relationship marketing and
relationship quality with customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 5: The first hypothesis test.
Hypothesis
Frequency
first hypothesis
250
mean
4/23
Standard deviation
0/38
Table 6: t-test for the first hypothesis.
Hypothesis
first hypothesis
T-statistics
df
sig
51/39
249
000
Test value = 3
mean difference
1/23
mean of standard error
0/024
95% confidence
lower
upper
1/19
1/28
As it is obvious from the results of table 6, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between techniques of Relationship marketing and relationship quality with
customers from point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Second hypothesis: There is a meaningful relationship between Tangible rewards and trust to customers
from point of view of Iran Insurance agencies managers in Mashhad.
Table 7: The second hypothesis test.
Hypothesis
Frequency
second hypothesis
250
Table 8: t-test for the second hypothesis.
Hypothesis
Test value = 3
T-statistics
second hypothesis
33/04
mean
4/23
Standard deviation
0/59
df
sig
mean difference
249
000
1/23
mean of standard error
0/037
95% confidence
lower
upper
1/16
1/30
As it is obvious from the results of table 8, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Tangible rewards and trust to customers from point of view of Iran
Insurance agencies managers in Mashhad with 95% confidence.
Third hypothesis: There is a meaningful relationship between Tangible rewards and level of
Communicative Commitment in customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 9: The third hypothesis test.
Hypothesis
Frequency
third hypothesis
250
Table 10: t-test for the third hypothesis.
Hypothesis
T-statistics
third hypothesis
34/97
mean
4/23
Standard deviation
0/56
df
sig
249
000
Test value = 3
mean difference
1/23
mean of standard error
0/035
95% confidence
lower
upper
1/16
1/30
As it is obvious from the results of table 10, since observed sig is equal to d 0.000 is less than Sig level (a=0.5),
so there is a relationship between Tangible rewards and level of Communicative Commitment in customers of
view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Fourth hypothesis: There is a meaningful relationship between Tangible rewards and level of satisfaction in
customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 11: The fourth hypothesis test.
Hypothesis
Frequency
fourth hypothesis
250
mean
4/36
Standard deviation
0/52
mean of standard error
0/033
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Table 12: t-test for the fourth hypothesis.
Hypothesis
T-statistics
fourth hypothesis
41/46
df
sig
249
000
Test value = 3
mean difference
1/36
95% confidence
lower
upper
1/29
1/42
As it is obvious from the results of table 12, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Tangible rewards and level of satisfaction in customers from point of
view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Fifth hypothesis: There is a meaningful relationship between Personal Relationship and level of trust in
customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 13: The fifth hypothesis test.
Hypothesis
Frequency
fifth hypothesis
250
mean
4/54
Table 14: t-test for the fifth hypothesis.
Hypothesis
T-statistics
fifth hypothesis
49/64
Standard deviation
0/49
df
sig
249
000
Test value = 3
mean difference
1/54
mean of standard error
0/031
95% confidence
lower
upper
1/48
1/60
As it is obvious from the results of table 14, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Personal Relationship and level of trust in customers from point of
view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Sixth hypothesis: There is a meaningful relationship between Personal Relationship and level of
Communicative Commitment in customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 15: The sixth hypothesis test.
Hypothesis
Frequency
sixth hypothesis
250
mean
4/41
Table 16: t-test for the sixth hypothesis.
Hypothesis
T-statistics
sixth hypothesis
42/52
Standard deviation
0/52
df
sig
249
000
Test value = 3
mean difference
1/41
mean of standard error
0/033
95% confidence
lower
upper
1/34
1/48
As it is obvious from the results of table 16, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Personal Relationship and level of Communicative Commitment in
customers from point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Seventh hypothesis: There is a meaningful relationship between Personal Relationship and level of
satisfaction in customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 17: The seventh hypothesis test.
Hypothesis
Frequency
seventh hypothesis
250
Table 18: t-test for the seventh hypothesis.
Hypothesis
T-statistics
seventh hypothesis
51/96
mean
4/50
Standard deviation
0/45
df
sig
249
000
Test value = 3
mean difference
1/50
mean of standard error
0/029
95% confidence
lower
upper
1/44
1/55
As it is obvious from the results of table 18, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Personal Relationship and level of satisfaction in customers from
point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Eighth hypothesis: There is a meaningful relationship between Preferential treatment and level of trust in
customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 19: The eighth hypothesis test.
Hypothesis
Frequency
eighth hypothesis
250
mean
4/31
Standard deviation
0/54
mean of standard error
0/034
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Table 20: t-test for the eighth hypothesis.
Hypothesis
eighth hypothesis
Test value = 3
mean difference
T-statistics
df
sig
33/04
249
000
1/31
95% confidence
lower
upper
1/24
1/38
As it is obvious from the results of table 20, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Preferential treatment and level of trust in customers from point of
view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Ninth hypothesis: There is a meaningful relationship between Preferential treatment and level of
Communicative Commitment in customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 21: The Ninth hypothesis test.
Hypothesis
Frequency
Ninth hypothesis
250
mean
4/20
Standard deviation
0/54
Table 22: t-test for the Ninth hypothesis.
Hypothesis
Ninth hypothesis
Test value = 3
mean difference
T-statistics
df
sig
33/14
249
000
1/20
mean of standard error
0/034
95% confidence
lower
upper
1/14
1/27
As it is obvious from the results of table 22, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Preferential treatment and level of Communicative Commitment in
customers from point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Tenth hypothesis: There is a meaningful relationship between Preferential treatment and level of
satisfaction in customers from point of view of Iran Insurance agencies managers in Mashhad.
Table 23: The Tenth hypothesis test.
Hypothesis
Frequency
Tenth hypothesis
250
Table 24: t-test for the Tenth hypothesis.
Hypothesis
T-statistics
Tenth hypothesis
33/11
mean
4/14
Standard deviation
0/55
df
sig
249
000
Test value = 3
mean difference
1/14
mean of standard error
0/034
95% confidence
lower
upper
1/08
1/21
As it is obvious from the results of table 24, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Preferential treatment and level of satisfaction in customers from
point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Eleventh hypothesis: There is a meaningful relationship between Direct correspondence and level of trust in
customers from point of view Insurance agencies managers in Mashhad.
Table 25: The Eleventh hypothesis test.
Hypothesis
Frequency
Eleventh hypothesis
250
Table 26: t-test for the Eleventh hypothesis.
Hypothesis
T-statistics
Eleventh hypothesis
19/76
mean
3/81
Standard deviation
0/65
df
sig
249
000
Test value = 3
mean difference
0/81
mean of standard error
0/041
95% confidence
lower
upper
0/73
0/89
As it is obvious from the results of table 26, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Direct correspondence and level of trust in customers from point of
view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Twelfth hypothesis: There is a meaningful relationship between Direct correspondence and level of
Communicative Commitment in customers from point of view Insurance agencies managers in Mashhad.
Table 27: The Twelfth hypothesis test.
Hypothesis
Frequency
Twelfth hypothesis
250
mean
3/86
Standard deviation
0/88
mean of standard error
0/056
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Table 28: t-test for the Twelfth hypothesis.
Hypothesis
T-statistics
Twelfth hypothesis
15/36
df
sig
249
000
Test value = 3
mean difference
0/86
95% confidence
lower
upper
0/75
0/97
As it is obvious from the results of table 28, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Direct correspondence and level of Communicative Commitment in
customers from point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Thirteenth hypothesis: There is a meaningful relationship between Direct correspondence and level of
satisfaction in customers from point of view Insurance agencies managers in Mashhad.
Table 29: The Thirteenth hypothesis test.
Hypothesis
Frequency
Thirteenth hypothesis
250
Table 30: t-test for the Thirteenth hypothesis.
Hypothesis
T-statistics
Thirteenth hypothesis
15/76
mean
3/85
Standard deviation
0/85
df
sig
249
000
Test value = 3
mean difference
0/85
mean of standard error
0/054
95% confidence
lower
upper
0/74
0/96
As it is obvious from the results of table 30, since observed sig is equal to d 0.000 is less than Sig level
(a=0.5), so there is a relationship between Direct correspondence and level of satisfaction in customers from
point of view of Iran Insurance agencies managers in Mashhad with 95% confidence.
Conclusions and recommendations:
In this research, tried to be measured effects of using the relationship marketing techniques to relationship
quality in the Iran insurance representatives. Research findings is indicating a positive and significant effect
between techniques of Relationship marketing and relationship quality, Tangible rewards with trust,
Communicative Commitment, satisfaction and Personal Relationship with trust, Communicative Commitment,
satisfaction and Preferential treatment with trust, Communicative Commitment, satisfaction and Direct
correspondence with trust, Communicative Commitment, satisfaction in customers from point of view Insurance
agencies managers in Mashhad.
Relationship marketing strategies should be properly and ingeniously conceived and implemented by
organizations in order to encourage their customers to remain active and committed to doing business with the
organization on a long term/life-time basis. Each relationship manager must develop long range and annual
customer relationship plan. The annual relationship plan will state-objectives, strategies, specific actions and
required resources. also, When a relationship management program is properly implemented, the organization
will begin to focus as much on managing its customers as on managing its products. This has been shown to be
useful as it allows companies to improve their customer service before the customer defects
According to the results of the current study Following recommendations to improve the techniques used by
Agents As well as suggestions to improve trust, satisfaction and commitment, communication with clients will
be offered:
- Interactions with clients to support the marketing mix is conducted. For example, you can determine the
price based on the relationship with clients and the features and services ordered.
- with regard to personal communication technique known as a motivational requirements, It is recommended
that the SMS system to establish for stablish relationships with clients and policyholders.
- Insurance agencies must adhere to the identification of main and key clients With a focus on structural links
and provide differentiated services and the required key clients Create conditions for improving relations
- Insurance agencies should provide sufficient information about the client of Precise dating for direct
correspondence and letters written to take advantage.
- With regard to need to communication during the time, suggested that databases Strategy be employed.
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