The purpose of this study is to assess how the relationship marketing tactics has an impact on relationship
quality and loyalty of bank customers. Firstly, six hypotheses according to three relationship marketing tactics,
that called: service quality, price perception, and brand image, determined to test of the effective of these tactics
on the relationship quality variables, such as satisfaction and trust. Then, two other hypotheses designed to test
of the impact of relationship quality on customer loyalty. A questionnaire containing 27 questions was used and
distributed among 280 bank customers in 24 branches in the city of Rasht for gathering the necessary
information to analyses hypotheses. To analyses data and hypotheses, the regression analytical method was
used. The results showed that there is a positive and meaningful relationship between the relationship marketing
tactics and the relationship quality as well as between relationship quality components and loyalty. Finally, pay
attention to each of these factors, proposals to increase banks customers’ loyalty, were offered.
