Survey of Loyalty, Satisfaction and Commitment to create Value for Customers through Relationship Marketing Approach: A Case Study

Document Type : Original Article

Authors

1 Department of Statistical Research & Information Technology, ‎Institute for Research & ‎Planning in higher ‎Education, Tehran, Iran

2 Department of Management, Islamic Azad University, Karaj Branch, Karaj, Iran

10.22080/jimm.2020.18614.1001

Abstract

This study was conducted to evaluate the relationship ‎between loyalty, satisfaction, and commitment with ‎relationship marketing to create value for customers and has ‎been designed to collect data from the questionnaires used‏.‏‎ ‎The questionnaires have been distributed among individuals ‎‎193 customers, of Port and Maritime Organization in order ‎to analyze the data and present the results of SPSS software ‎and structural equation is utilized. The results of this study ‎show that between 4 variables (trust, commitment, ‎relationship, loyalty) of the ‎costumers, there are significant relation and correlation. ‎Based on the relationship marketing to component ‎development, hypothesis (customer loyalty) has the ‎highest average (3.5984), hypothesis (There is a ‎significant relation between the organization commitment ‎and create value in Port and Maritime Organization) has the ‎lowest average (3.3871). Finally, by performing a statistical ‎theory test for the whole hypothesis, all of them were ‎approved and accepted.

Keywords