The Impact of Relationship Marketing Tactics on Customer Loyalty

Jun 29th, 2015
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Relationship Management can be considered as main point in planning marketing. This study contributes two aspects of marketing strategy literature as it will be a guideline for a manager to accent to Relationship Quality in order that beget sustainable and indissoluble trade.

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The Impact of Relationship Marketing Tactics on Customer Loyalty:The Mediation Role of Relationship QualityRelationship Management can be considered as main point in planning marketing. This study contributes two aspects of marketing strategy literature as it will be a guideline for a manager to accent to Relationship Quality in order that beget sustainable and indissoluble trade.Firstly, it will provide theoretical and empirical insight by orienting to create a loyal customer. Secondly, despite the fact that Relationship Marketing may lead to promotion of long-term relation as it is acknowledged widely (Richheld, 1993; Fontenot and Hymon, 2004; Shelbay et al., 2006; Gummesson, 1994; Tseng, 2007), many firms don't know its role and result.Theory and Hypotheses Development1. Essential Relationship Marketing tactics are considered were as follows:1.1 Tangible Rewards: is to ma

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