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Paper Information

Journal:   SANAAT-E-BIMEH   FALL 2014 , Volume 29 , Number 3 (115); Page(s) 153 To 175.
 
Paper: 

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*
 
* ISLAMIC AZAD UNIVERSITY, CENTRAL TEHRAN BRANCH
 
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.

 
Keyword(s): BRAND LOYALTY, COMMITMENT TO BRAND, INTEREST TO BRAND, STRATEGIC COMMUNICATION MANAGEMENT
 
 
References: 
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Citations: 
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APA: Copy

SEHHAT, S., & NOURBAKBSH, S., & REZAEE HAJIDEHI, L. (2014). ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS). SANAAT-E-BIMEH, 29(3 (115)), 153-175. https://www.sid.ir/en/journal/ViewPaper.aspx?id=509757



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). SANAAT-E-BIMEH. 2014 [cited 2021July24];29(3 (115)):153-175. Available from: https://www.sid.ir/en/journal/ViewPaper.aspx?id=509757



IEEE: Copy

SEHHAT, S., NOURBAKBSH, S., REZAEE HAJIDEHI, L., 2014. ENHANCEMENT OF THE CUSTOMER LOYALTY USING A STRATEGIC RELATIONSHIP MARKETING (CASE STUDY: INSURANCE COMPANIES AFFILIATED TO THE BANKS). SANAAT-E-BIMEH, [online] 29(3 (115)), pp.153-175. Available: https://www.sid.ir/en/journal/ViewPaper.aspx?id=509757.



 
 
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