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Relationship Marketing role in enhancing the competitive advantage of insurance companies A field study in Lattakia

دور التسويق بالعلاقات في تعزيز الميزة التنافسية لشركات الـتأمين دراسة ميدانية في محافظة اللاذقية

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 Publication date 2016
and research's language is العربية
 Created by Shamra Editor




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The research aims to identify the role of Relationship Marketing in enhancing the competitive advantage of insurance companies, through the study of the relationship between the dimensions of marketing relations, represented by: trust, interaction, commitment, communication, loyalty, and strengthen competitive advantage. Adopted Find descriptive approach, which included the research community customers who reviewed the insurance companies in Latakia province during the period of application of research, amounting to three months, with the researcher during this period distributed (185) to identify customers at random, so as to explore their views on the role of Relationship Marketing in promoting competitive advantage in the insurance companies that deal with it, and was restored (173) to identify complete and valid for statistical analysis, and response rate (93.51%). Based on simple regression analysis and show the relationship between the two variables Search reach and there is a significant moral positive correlation between each dimension of marketing dimensions of relations, and enhance the competitive advantage of companies in the study, since the marketing performance of good companies under study been able to keep existing customers, and the acquisition of new customers, and to achieve growth rates in transactions with these customers by building relationships with them based achieve satisfaction and provide goods and services of great value.



References used
BOWEN, J. and Chen, S., The relationship between customer loyalty and customer satisfaction. International Journal of Cotemporary Hospitality Management, Vol. 13 No.5,2001
HOFFMAN., Some sojourn development of a CCR. Strategy. Framework, doctoral thesis, U.S.A, 2008
ISHII, K., Management technological innovation and sustaining competitive advantage in the digital imaging industry. submitted to the partial fulfillment of the requirements for the degree of master of science in management of technology. MIT, School of management, 2005
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