Study the Relationship Marketing Role in Customers’ Retention of Iran Insurance Company in Guilan Province

The aim of this research is studying the relation between the relationship marketing dimensions and customers’ satisfaction and customer retention. The statistical society of the current researchincludes all of the representations if Iran insurance in Gilan province. The sampling in the current research is done in cluster sampling method and 388 people analyzed as the final sample of the research. The data gathering tool is questionnaire. Step by step regression and Pearsoncorrelation methods are used to analyze the collected data and testing the assumptions. Theresults of the assumptions test showed that the relationship marketing has meaningful relation with customer satisfaction. Also the customer satisfaction has meaningful relation with customer retention. On the other hand, the regression analysis showed that, trust, sympathy and affective relation between the relationship marketing dimensions had have meaningful effect on customer satisfaction

Keywords:

relationship marketing , customer satisfaction , customer retention , Iran insurance