چکیده :

Relationship marketing develops marketing productivity and builds up mutual values for customers and sellers by creating effective and long-lasting relationships. Considering factors that help to maintain such relationships can provide advantages for both parties. This study evaluates the impact of customer’s perceived service quality on relationship commitment, relationship satisfaction and trust as relationship marketing orientations and then examines the influence of these dimensions on customers’ buying behavior in a B2C relationship from the customer perspective in insurance industry. In order to conduct this study, a model is provided and empirically tested. Consequently, primary data has been collected by a properly designed questionnaire which was distributed among health insurance customers from three different hospitals in Malaysia and the secondary data has been collected through online data base such as Ebsco, Science Direct and Emerald. Afterward, SPSS (17.0) tool has been used and correlation and regression analysis determined the relationship between the model’s variables. Finally

کلید واژگان :

relationship marketing; relationship commitment; relationship satisfaction; trust; perceived service quality; customers’ buying behavior.



ارزش ریالی : 500000 ریال
دریافت مقاله
با پرداخت الکترونیک