Farshid khamoie; Morteza Soltanee; Mohammad Rahim Esfidani
Volume 26, Issue 1 , April 2022, , Pages 198-225
Abstract
Since relationship marketing is a fundamental necessity for achieving a competitive advantage, today companies with superior performance in various industries, through close and long time relationships with customers, maintain and gain their loyalty-to try to achieve this important thing. Accordingly, ...
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Since relationship marketing is a fundamental necessity for achieving a competitive advantage, today companies with superior performance in various industries, through close and long time relationships with customers, maintain and gain their loyalty-to try to achieve this important thing. Accordingly, this study addresses the role of relationship marketing in achieving competitive advantage in the insurance industry. The current research has purpose of applicable And data collection for the study was descriptive – survey. The sampling population for this study is the policyholders of Iran insurance company in the city of Tehran. For the sampling, Multi-Stage clustered sampling has been used 410 samples of people were obtained. For data analysis, hypothesis and model testing we use the structural equation modeling and confirmatory factor analysis through Spss and Lisrel Statistical software.The results showed that Relationship marketing tactics have effect on service quality and relationship quality variables. Service quality have positive effect on relationship quality and relationship quality have significant and positive effect on competitive advantage. Therefore, Relationship marketing tactics through service quality and relationship quality have significant and positive effect on competitive advantage. Bilateral and reciprocal relations between insurers and insurance companies have established due to the implementation of relationship marketing, which plays an important role in the success of these companies.
Adel Azar; Seyed Hamid Khodadad Hosseini; Mohammad Safari Kahreh
Volume 18, Issue 4 , January 2015, , Pages 87-110
Abstract
The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. Nowadays, most of corporations and firms in the world, including manufacturers and servicers, increasingly gain their incomes and profits through constructing and maintaining long-term relationships ...
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The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. Nowadays, most of corporations and firms in the world, including manufacturers and servicers, increasingly gain their incomes and profits through constructing and maintaining long-term relationships with the customers. The move towards a customer-centered approach to marketing, coupled with the increasingavailability of customer transaction data, has led to an interest in understanding and estimatingcustomer lifetime value (CLV). Furthermore, as marketing endeavors to be more accountable, the need of tools and models for measuring and evaluating efforts and investments that accomplish in marketing extent, is felt. The purpose of this research is CLV analysis for customer segmentation and profitability management. This dissertation we proposes a model for CLV measurement in banking industry. Our case study is one of the branches of Iranian Melli Bank. For this purpose, we selected savings (loan) accounts for 4 years, (from 2005 to 2008), in order to run our model. The study sample included 10,000 customers picked up among the accounts. After calculating the CLV of customers, we segmented the customers based on the calculated CLV. For customer segmentation, we used Clustering technique. This conceptual model is a new approach in customer segmentation context. More Customer Profitability Management based on segmented customer sections will be explained. Based on the models explained in this dissertation programs and methods will be proposed for each of introduced segments.
