The effect of public relations perceived and brand identity, on Iran Insurance customer loyalty in Ahvaz city

Nadereh Sadat Najafizadeh¹ Habibollah Javanmard² Abas Bandzan³

1) Management P.H.D & Faculty member of Azad University of Arak
2) Management P.H.D & Faculty member of Azad University of Arak
3) Master of Science in Marketing Management

IOI Code : XYCG-AEAHF
Publication : international conference of Management Elites(icme.ir)
Abstract :
    Customer loyalty has known as a very important factor in organizations trading. For this purpose one of the important subjects for managers of organizations, identify factors related to loyalty and understand relationships between these factors is. Insurance industries as one of the important services industries in level of international، this received important and managers in this industry are always trying to keep and develop relationships with customer and create loyalty in their customers. This research helped to better understand relationships between customer loyalty, customer satisfaction and mental image and has provided significant scientific and application instructions in insurance management. The results showed that of public relations perceptions activities and brand identity with customer loyalty is directly related and brand image could Influenced the relationship of PR and customer loyalty. of the unfavourable the effect of PRP on customer loyalty can lead to lower loyalty. In this research the results show that PRP doesn’t have direct relationship with loyalty and these gotten results are not conform with An-Tien Hsieh and Chung-KaiLi research, but the other factors are equal. This purpose had needed 150 questionnaires that distributed 200 pieces and collected 160 pieces.

Keywords : insurance services public relations image brand customer loyalty customer relations