Document Type : Original Article
Authors
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
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, 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.
Keywords
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