The Effect of Relationship Marketing on Costumers’ Loyalty in Iran Sanandaj City Banks

Abstract

Maintaining customers and keeping them loyal is considered vital for continuing business. In this study reported
here examines the effect of four underpinnings of relationship marketing – trust, commitment, communication,
and conflict handling – on customer loyalty in Iran. This research is a descriptive study done by survey method.
The population in this study includes 400 costumers of private and state banks in Sanandaj of Iran. The
instrument of data gathering was a questionnaire and the data were analyzed based on regression. Findings show
that dependent variable is related to the independent variables meaningfully and positively.