Studying the Effects of Relationship Marketing Tactics on Customers Loyalty from the Perspective of Irancell Customers

Abstract

The company's goal of creating long-term relationship with its customers is to reach theirloyalty. Today for marketers, relationship marketing is more important for satisfying thispurpose. Relationship marketing tactics are as marketing executive arms that cause retainingcurrent customers and by means of a high quality communication makes trust and satisfactionand consequent customer loyalty. Despite competitors’ environmental factors and theiradvertisements, loyal customers keep purchasing and ensure the profitability of the companyin this turbulent market. By investigating the past research studies and gathering informationfrom reliable sources the relationship between relationship marketing tactics (quality ofservice, price perception, brand mentality and proposed value) on relationship quality (trustand customer satisfaction) which in turn will lead to increased loyalty of their customers, aresurveyed among Irancell cellphone operator costumers. Required data based on an analyticalframework for this study were distributed as questionnaire among students at the Universityof Sistan and Baluchestan in 2012 and research hypotheses were examined using multivariatelinear regression test. The survey indicated that company was successful in theimplementation of marketing tactics. Therefore, there are significant levels of customersatisfaction and trust and thus win their loyalty (90 percent).

Keywords

• Relationship marketing tactics
• Quality of communication
• Customers loyalty