The purpose of this study is to evaluate the impacts of relation centered factors on the loyalty of the bank clients. To
do so and according to each of the relationship marketing factors called: trust, commitment and conflict handling,
the hypotheses of the study were made. To collect the needed data to test the hypotheses, a standard questionnaire
was used and distributed among 280 clients of the bank in 20 branches in Rasht city.
To analyze the hypotheses and data, the analytical method called multiple regressions was used. According to the
results, it is clear that there is a positive and meaningful connection between relationship marketing factors and
client’s loyalty. The bigger the amount of these variables, the higher the client’s loyalty. Finally, according to each
of these factors, some suggestions are made to increase the loyalty among bank clients.
