Investigating the mechanisms of relationship marketing of Shammut model on customer loyalty

The main purpose of this research is to study and analyze relationship marketing mechanisms and its impact on customer loyalty in Yazd hotels. Relationship marketing mechanisms include financial, social, and structural mechanisms. The present paper is applied regarding the purpose, descriptive regarding method of data collection, and correlational in terms of the relationship between the variables. The method of conducting the study is survey. The study population consists of customer of Yazd three-star hotels. First, by doing a pre-test, the population variance was estimated, then using unlimited population formula, the sample size was calculated. Data collection tool is questionnaire. Descriptive and inferential statistical techniques were used to analyze the data. Mean, standard deviation, frequency, maximum and minimum of data are used to show the status of demographic variables and to explain the status of components based on demographic variables. In addition, the correlation coefficient test wasused to determine the type and the strength of the relationship between variables, and path analysis to model structural equation of the study and to investigate the verification of the hypotheses. After collecting and summarizing data, SPSS 16.0, Lisrel 8.80, and Smart PLS software was used. There were 12 hypotheses in this research, to study which structural equation modeling was used. The results of the survey and hypothesis testing showed no impact of the financial mechanism on the sentiments. Social and structural mechanisms have no impact on sentiments. Financial mechanism had no impact on relationship quality, but social mechanism affected the relationship quality. Moreover, structural mechanism does not affect the quality of the relationship. A quality and desirable relationship has many benefits such as more loyalty of customers, positive customer reaction to the use organization service, and introducing to others.

Key words: Relationship marketing, financial mechanism, relationship quality, customer sentiment, customer loyalty.