Title of article :
Relationship Marketing and Customer Loyalty, Case Study: Hormozghan Cement Company, Bandar Khamir, Iran
Author/Authors :
اعلايي، محمدبافر نويسنده Open Higher Educations Center, Kharazmi University, Tehran, I.R.Iran&CEO of Hormozghan Cement Company, Bandar Khamir, Iran Aali, Mohammad Bagher , حسيني نصب، سيد داوود نويسنده Department of Psychology, Tabriz Branch, Islamic Azad University, Tabriz, Iran Hosseini Nasab, Seyed Davoud , پاشايي فخري، كامران نويسنده Department of Persian Literature and Foreign Languages, Tabriz Branch, Islamic Azad University, Tabriz, Iran Pashaei Fakhri, Kamran , فضليان، سيد محسن نويسنده Department of Islamic Studies and Finance, Imam Sadiq University, Tehran, Iran Fazeliyan, Seyed Mohsen , خيرالهي، هادي نويسنده MA in Economic Development and Planning, Hormozghan Cement Company, Bandar Khamir, Iran Kheirollahi, Hadi
Abstract :
This study is conducted to evaluate the impact of relationship marketingʹs underpinnings on relationship quality (customersʹ trust and satisfaction) and then determine the impact on customers’ loyalty in Hormozghan Cement Company. A researcher built questionnaire (derived from previous studies and the relevant literature) was completed by 246 Companyʹs customers in Iran. Correlation analysis, Multiple Regression analysis and Path analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (product quality, product price, brand image, value offers) and mediators. Customer loyalty is basically formed by the constructs of product quality, price quality, brand image and value offers via mediating role of costumer trust and satisfaction. The relationships investigated in this study deserve further research. Because the data analyzed were collected from one company of the industry in a sole Country, more studies are required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, which customer loyalty can be created, reinforced and retained by marketing plans aimed at building satisfaction, demonstrating product quality to customers and getting in touch with them in a timely manner. This study is the first research of the subject within the Cement Industry
