The Impact of Relationship Marketing Tactics and Dimensions of the Relationship Quality on Customer Loyalty

Retaining customers in the service industry has become the main aim of relationship marketing. Using relationship marketing tactics to establish long-term relationships with customers is essential for mutual benefit. Though these tactics are applied extensively by service-provider companies, customers may always change their companies and use the services of other competing companies. This research examines the effect of relationship marketing tactics (i.e. service quality, brand image, price perception, and value offers) on the relationship quality (i.e. trust, satisfaction and commitment) and also on customer loyalty. Results from linear regression showed that all four marketing tactics in this research were effective on trust. In addition, service quality and brand image tactics were effective on satisfaction and commitment. But the results of the research indicated that price perception and proposed values had no significant effect on satisfaction and commitment. Moreover, the results indicated a positive and significant effect of the relationship quality on customer loyalty of mobile operators. The results also indicated that satisfaction and trust variables could have the most impact on customer loyalty of a company, diminish the company s marketing costs, and have profitability to the company.