Document Type : Original Article


1 PhD Student in Behavioral Management, Department of Human Resources and Business Management, Kharazmi University, Tehran, Iran

2 Assistant Professor, Department of Business Management, Faculty of Management and Accounting, Farabi Campus, University of Tehran, Iran

3 Assistant Professor, Department of Business Management, Faculty of Management, University of Tehran, Tehran, Iran


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.


[1]    Mirhosseini, S. S., Azar, A., & Jahanyan, S. (2019). Examining the Risks and Obstacles to the Success of ERP implementation using the Critical System Heuristics (CSH) Approach. Modern Research in decision Making, 4(4), 31-58.
[2]    Shaalan, A., Tourky, M., Barnes, B. R., Jayawardhena, C. & Elshaer, I. (2021). Arab networking and relationship marketing: is there a need for both?. Journal of Business & Industrial Marketing, 36)10:(1793-1805.
[3]    Vazifedost., H, Budaghi Khajeh Nobar., H, & Abdoli, M. (2016). Investigating the Impact of Relationship Marketing Strategies on Customer Satisfaction and Customer Loyalty of Ansar Bank. Strategic Management Research, 23(6):143-165. [In Persian]
[4]    Arcand, M., Promtep, S., Brun, I., & Rajaobelina, L. (2017). Mobile banking service quality and customer  relationships. International Journal of Bank Marketing, 35(7):1068-1089.
[5]    Sedalo, G., Boateng, H., & Kosiba, J. P. (2021). Exploring social media affordance in relationship marketing practices in SMEs. Digital Business, 3(4): 1-7.
[6]    Moazzaz, H, Fathi, M. R., Rabiee, A. (2018). Design of Strategic Birth Capabilities Model with Structural Equation Model Approach (Case Study: Saipa Automotive Company). Management Research in Iran, 22(2), 80-102. [In Persian]
[7]    Samadi, S., Motahari Nejad, F., Pourashraf, Y., & Toulabi, Z. (2013). Designing a Loyalty Model for Insurance Companies' Car Insurance Customers by Emphasizing the Role of Relationship Marketing Links. Journal of Insurance, 29(2): 67-88. [In Persian]
[8] Bani Fazel, S., Babaei Zakliki, M. A., Hosseinzadeh Shahri, M. (2021). Provide a model for agile supply chain with a hybrid approach. New research in Decision making, 6(2), 156-179. [In Persian]
[9]    Ghaffarian, W., Tafvizei, F. (2018). Strategy: 360-degree view (principles of strategic planning and principles of strategy implementation and evaluation). Tehran: Industrial Management Organization Publishing. [In Persian]  
[10]    Md Daud, I., Ahmad, K. A. D., & Azwardi, M. I. (2014).  Managerial Competence, Relationship Quality and Competitive Advantage among SME Exporters. Social and Behavioral Sciences, 7(12): 138-146.
[11]    Brun, I., Rajaobelina, L., & Ricard, L. (2014). Online Relationship Quality: Scale Development and Initial Testing. International Journal of Bank Marketing, 32(1): 5-27.
[12]    Yu, T. W., & Tung, F. C. (2013). Investigating effects of Relationship marketing types in life insurers in Taiwan. Journal of Managing Service Quality, 23 (2): 111-130.
[13] Haghighi, M., Hosseini, S. H., Asgharieh Ahri, H., Arian, A., & Drikanda, A. (2011). Investigating the Impact of Relationship Marketing Tactics on Customer Loyalty from the Perspective of Irancell Customers. Modern Marketing Research, 2(4): 44-62. [In Persian]
[14] Dorce, L. C., da Silva, M. C., Mauad, J. R. C., de Faria Domingues, C. H., & Borges, J. A. R. (2021). Extending the theory of planned behavior to understand consumer purchase behavior for organic vegetables in Brazil: The role of perceived health benefits, perceived sustainability benefits and perceived price. Food Quality and Preference, 91(41): 1-10
[15] Sheehan, N. T., & Bruni-Bossio, V. (2015). Strategic value curve analysis: Diagnosing and improving customer value propositions. Business Horizons, 58(3), 317-24. 
[16] Lagacé, M., Fraser, S., Ranger, M. C., Moorjani-Houle, D., & Ali, N. (2021). About me but without me? Older adult's perspectives on interpersonal communication during care transitions from hospital to seniors' residence. Journal of Aging Studies, 57, 100914.
[17] Liang, C. J., Wang, W. H., & Farquhar, J. D. (2009).   The   influence   of   customer perceptions on financial performance in financial services. International   Journal   of   Bank Marketing, 27(2): 129-149.
[18] Aris, Y. C. L., Ronnie. C., & Mei, M. L. (2013). The Influence of Internet-Based Customer Relationship Management on Customer Loyalty.Contemporary Management Research, 9(4):152- 166. 
[19] Lee, Y. (2017). Effects of branded e-stickers on purchase intentions: The perspective of social capital theory. Telematics and Informatics, 34(1): 397- 411.
[20] Kotler, P., Gray, A., & Opresnik, M. O. (2021). Principles of marketing. Translated by Mohammad Rahim Esfidani, Farshid Khomoei and Golsa Tajik. Tehran: Negah Danesh. 
[21] Whyatt, G. & Koschek, R. (2010). Implementing relationship marketing: supermarkets, perspectives. Marketing Intelligence and Planning, 28(5): 582-99.
[22] Rastegar, A. A., & Hakaki, A. (2020). The Impact of Knowledge Management Infrastructure Capabilities on Business Intelligence Mediated by Open Innovation in Small and Medium Manufacturing Companies. New research in Decision Making, 5(1), 119-139. [In Persian]
[23] Asif, S. M., & Muhammad, R. M. (2012). Effects of Relationship Marketing on Customer Retention and Competitive Advantage: A Case Study on Grameen Phone Ltd. Asian Business Review, 1(1): 97-102.   
[24] Dubey, R., Gunasekaran, A., & Childe, S. J. (2019). Big data analytics capability in supply chain agility: the moderating effect of organizational flexibility. Management Decision, 9(15): 25-38.
[25] D. O., Kehinde O. J., & Ogunnaike, O. O. (2016). Relationship Marketing and Customer Satisfaction: A Conceptual Perspective. Binus Business Review, 7(2): 185-190.
[26] Frank. F. O., Emmanuel, O., & Mary, O. A. (2014). The effect of relationship marketing on service quality and customer satisfaction in the hospitality sector in Ghana: The moderating role of service Providers emotional intelligence. British Journal of Marketing Studies, 2(6): 1-16.
[27] Doaei, H., Rezaei, A., & Khajei, R. (2011). The Impact of Relationship Marketing Tactics on Customer Loyalty: The Mediation Role of Relationship Quality. International Journal of Business Administration, 2(3): 82-93.
[28] Aali, S., Ibrahimi, A., Mirabi, V. R., & Zare, Sh. (2014). Effects of Relationship Marketing Strategies on Customer Responses in Iran's Banking Industry: Role of Mediator the Relationship Quality. Research Journal of Recent Sciences, 3(5): 43-54.
[29] Wongsansukcharoen, J. (2022). Effect of community relationship management, relationship marketing orientation, customer engagement, and brand trust on brand loyalty: The case of a commercial bank in Thailand. Journal of Retailing and Consumer Services, 64:
[30]    Hosseinzadeh Shahri, M., & Mansouri, F. (2014). Development of Demand chain management model in insurance industry using Causal mapping method. Management Research in Iran, 18(3), 26-45. [In Persian]