University of Isfahan New Marketing Research Journal 2228-7744 2 4 2013 02 19 Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers Effects of marketing tactics relationship on customer loyalty from the perspective of Irancell customers 44 62 17628 FA Mohammad Haghighi Hassan Hossainee Hamed Asgaryeh Ahari Abolfazl Arian Ali Darikndeh Journal Article 2016 06 14 The company's goal of creating long-term relationship with its customers is to reach their loyalty. Today for marketers, relationship marketing is more important for satisfying this purpose. Relationship marketing tactics are as marketing executive arms that cause retaining current customers and by means of a high quality communication makes trust and satisfaction and consequent customer loyalty. Despite competitors’ environmental factors and their advertisements, loyal customers keep purchasing and ensure the profitability of the company in this turbulent market. By investigating the past research studies and gathering information from reliable sources the relationship between relationship marketing tactics (quality of service, price perception, brand mentality and proposed value) on relationship quality (trust and customer satisfaction) which in turn will lead to increased loyalty of their customers, are surveyed among Irancell cellphone operator costumers. Required data based on an analytical framework for this study were distributed as questionnaire among students at the University of Sistan and Baluchestan in 2012 and research hypotheses were examined using multivariate linear regression test. The survey indicated that company was successful in the implementation of marketing tactics. Therefore, there are significant levels of customer satisfaction and trust and thus win their loyalty (90 percent). The company's goal of creating long-term relationship with its customers is to reach their loyalty. Today for marketers, relationship marketing is more important for satisfying this purpose. Relationship marketing tactics are as marketing executive arms that cause retaining current customers and by means of a high quality communication makes trust and satisfaction and consequent customer loyalty. Despite competitors’ environmental factors and their advertisements, loyal customers keep purchasing and ensure the profitability of the company in this turbulent market. By investigating the past research studies and gathering information from reliable sources the relationship between relationship marketing tactics (quality of service, price perception, brand mentality and proposed value) on relationship quality (trust and customer satisfaction) which in turn will lead to increased loyalty of their customers, are surveyed among Irancell cellphone operator costumers. Required data based on an analytical framework for this study were distributed as questionnaire among students at the University of Sistan and Baluchestan in 2012 and research hypotheses were examined using multivariate linear regression test. The survey indicated that company was successful in the implementation of marketing tactics. Therefore, there are significant levels of customer satisfaction and trust and thus win their loyalty (90 percent). https://nmrj.ui.ac.ir/article_17628_91058e788510eb57b5d4b2dd65a10937.pdf