Relationship Marketing and Clients’ Satisfaction in the Branches of Social Security Funds

Organizations must preserve long-term relationships with customers to sustain life and stay in competitive context. In this regard, relationship marketing is a solution for manufacturing and service companies to benefit of a lasting relationship with the customer or client, while improving operations and customer satisfaction. This study aims to investigate the impact of adherence to the fundamentals of relationship marketing including trust, commitment, competence, communication and conflict management on customers’ satisfaction in the branches of social security funds. The statistical population of this descriptive – causal study is 385 people who are covered by 5 branches of social security funds in the in Isfahan city and data is collected through questionnaires. Having used multiple regressions, data analysis revealed the significant effect of independent variables on the client’s satisfaction. The findings suggest that the communication variable does not have a significant impact on customer’s satisfaction, in the presence of other variables. Considering respondents’ attitudes, based on gender, age, education, income, insurance record, and type of employee, there is not a significant difference between the impact of some factors such as trust, commitment, competence, communication and conflict management on client’s satisfaction. But according to the type of insurance they use (compulsory, optional), there is a significant difference between respondents’ assessment with regard to conflict management .