Does customer satisfaction mediate the relationship between relationship marketing and altitudinal loyalty

Abstract EN

This paper aims to at investigating the impact of marketing relationship on customer satisfaction and loyalty towards the Sheik an Insurance Company- Branches in Khartoum State., the design of this research is descriptive and quantitative in nature.

The target population for the study is the customer of Company were used as the sampling frame.

A total of 450questionnaires were distributed.

441questionnaires were returned.

Statistical analysis revealed that there is significant relationship between Relationship marketing and altitudinal loyalty.

Future research can investigate relationships identified in this work, as well as test out mediating relationships.

This study will provide better information as input to government policy makers, who responsible for services development, to encourage the insurance companies’ use of relationship marketing to benefit key stakeholder interests.