The Effect of Relationship Marketing on Customer Retention through Customer Engagement Considering Customer Citizenship Behavior

Abstract

In these years due to intense competition, companies have forced to use tools and methods for enhancing their customer retention. There are effective and common strategies for improving this issue. One of these significant and important strategies is relationship marketing. This research accomplished in order to investigate the effect of relationship marketing on customer retention through customer engagement considering customer citizenship behavior within broiler manufacturers in province of guilan (north of Iran). This is descriptive survey research based on data collecting. Statistical population were selected among consumers of broiler industry’s products by non-probability sampling method. Data collecting tool were questionnaire and sample size were 150. For testing reliability cronbach’s alpha test was used. For analyzing dates used Amos Graphic and SPSS. Results showed that trust and conflict handling as relation marketing elements have positive and significant effect on customer retention through customer engagement, and also results showed that customer citizenship behavior has no significant effect on relationship of customer engagement and customer retention.