The Effect of Relationship Marketing Tactics on Customer Loyalty Given the Mediating Role of Quality Relationship (Case Study: Shahab Gas Industries)

ABSTRACT This paper is a field of research. The purpose of its the effect of relationship marketing tactics on customer loyalty given the mediating role of quality relationship. Various studies indicate that the choice of relationship marketing tactics can increase customer loyalty. This study seeks to provide a model and test the impact of relationship marketing tactics on customer loyalty. Research community is representatives and distributors of products and components Shahab Gas Industries in Iran of them have been chosen 155 centers available for sampling. the results of the ,Lisrel software Showed that the population model, can be used. The subsequent data analysis was performed using Pearson correlation test. The results indicate that relationship marketing tactics (personal communication) a significant relationship with the quality of the relationship between company and customer. There is a significant relationship between trust and relationship satisfaction of the factors quality relationship and increase customer is a significant relationship. The result show at a positive effect on relationship marketing tactics to increase customer loyalty to the company. This study could be possible for smaller companies and retailers to more effectively evaluate of relationship marketing tactics on customer loyalty by taking the mediating role of quality relationship may help