Investigating the Relationship between Relationship Marketing and Customer Satisfaction: A Case Study Asia Insurance company

In today’s competitive environment, customers are one of the most important factors of organizational success. As a result, retaining and making them satisfied is an important goal for organizations. Relationship marketing is a new concept in customer-orientation field and can help researchers find more cues about future success through focusing on customers. The purpose of the current paper is to survey the relationship between relationship marketing and customer satisfaction in Asia Insurance Company. To examine relationship marketing, five main dimensions have been identified and utilized for relationship marketing which include: trust, communication, commitment, conflict management and competency. The research is a descriptive one and its data collection is through distributing a questionnaire. The first section of the questionnaire is designed by including 45 questions for measuring relationship marketing and customer satisfaction which validity and reliability have been assured through conducting a pre-test. To examine hypotheses two tests of Kolmogorov–Smirnov and Spearman correlation were conducted. The results of applying Spearman test showed that there are significant correlations between dimensions of relationship marketing and customer satisfaction. Meanwhile, trust was selected as the most important element. Moreover, there was a significant correlation between customers’ cooperation with their satisfaction. Also, apart from trust; relationships with all other variables were valid and significant

Keywords:

relationship marketing , customer satisfaction , insurers