Investigating the Attitudinal Outcomes of Relationship Marketing on Customer Loyalty

Abstract

Intense competitiveness and complexity of the markets have made it inevitable for businesses to accept a modern attitude about marketing, which is “relationship marketing”, and drive them-particularly in industrial markets, to defensive marketing strategies rather than aggressive marketing strategies. This research also aims to investigate the attitudinal outcomes of relationship marketing on customer loyalty to Amavis Industrial Valves company. Thus, based on the attitudinal outcomes of relationship marketing, five assumptions have been developed. The research method is descriptive/correlational and used structural equation modeling techniques to analyze and interpret the research assumptions. Research findings confirm that relationship marketing has a positive and meaningful effect on brand image, brand satisfaction and brand loyalty, and also brand loyalty is influenced by other factors of brand that are prioritized as following: 1) relationship marketing, 2) brand satisfaction, and 3) brand positive image.