Investigating the effect of brand image moderation on perceived public relations in Iran insurance customers in Ahvaz City
Abstract
Customer loyalty has known as a very important factor in trade organizations. One of the important subjects for managers of this organizations, identify factors related to loyalty and understanding the relationships between these factors. Managers of Insurance industries, one of the important services in international level, are always trying to keep and develop relationships between their customers and create loyalty between them. This research helps to understand relationships between customer loyalty, customer satisfaction and mental image therefore it has provided significant scientific and application instructions in insurance management. The results show that public relations perceptions activities and brand identity has related with customer loyalty directly and brand image could influenced the relationship between PR and customer loyalty. If brand image is desirable then the effect of PRP on customer loyalty would lead to lower loyalty. The results of this research show that PRP does not have any relationship with loyalty directly. This result is not corresponding with An-Tine Hsieh and Chung-KaiLi research, but other factors are same. For this purpose we need to 150 questionnaires that distributed 200 pieces and collected 160 pieces.
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