Investigation of Impact of Relationship Marketing on Customer Loyalty ( Joint Stock Company of Mobile Communication of Iran “ Hamrahe Aval ” ) (original) (raw)

The main objective of the present study has been investigation of relation between relationship marketing (trust, commitment, communication, conflict handling, and competence) and customer loyalty. Statistical population of study includes mobile users in Ahvaz. The number of users has been determined equal to 600 through cluster sampling method that 234 members was obtained out of them as the sample size using Cochran formula. In total, 234 questionnaires were distributed and 210 valid questionnaires were gathered from respondents. 2 standard questionnaires was conducted to gather research data. The data analysis was done using SPSS and LISREL software. The obtained results of modeling of structural equations have shown a significant impact of relationship marketing and its types on customer loyalty. Subsidiary results of the present study has expressed that communication has the most effect on customer loyalty and the least effect is related to conflict handling.