The Influence of Relationship Marketing Investments on Customer Gratitude and Behavioral Loyalty (Case Study: Arman Insurance Company)

Relative marketing investments, customer appreciation, and behavioral loyalty are good tools for companies to achieve better market performance. It is important to understand how the impact of relationship marketing investments on customer appreciation and behavioral loyalty in Arman Insurance Company. Therefore, the main goal of this research is to identify the impact of relationship marketing investments on customer appreciation and behavioral loyalty in Arman Insurance Company. This research is based on the objectives of the applied research and is based on data collection and research design by descriptive-survey method. Since we seek to find the relationship between the variables of the research, this research is also a correlation type. In this research, the statistical population is the probable customers of Arman Insurance Company of Mazandaran province. According to the Cochran formula, the sample number of the present study is 385, using simple random sampling method. A questionnaire was used to collect data. We used Kolmogorov-Smirnov test (KS) to test the claim that the distribution is normal. The result of the Kolmogorov-Smirnov test (K.S) is that the claim to the normal distribution of the corresponding is accepted. Therefore, we have used the regression model to examine the hypotheses. The results indicate that the relationship marketing investments and its dimensions (direct mail, tangible rewards, interpersonal communication and preferential behavior) have a positive and significant effect on customer appreciation. Direct mail and preferential treatment have the greatest impact on customer appreciation. Also, the impact of customer appreciation on behavioral loyalty was confirmed.