Investigating the effects of relationship marketing mechanisms of Shammut model on customer loyalty

This study was constructed to investigate the effects of relationship marketing mechanisms of on customer loyalty in Yazd hotels. Relationship marketing mechanisms include financial, social, and structural mechanisms. The present paper is an applied research adopting a descriptive-correlational method and survey design. The statistical population of this study consisted of the customers who stayed in Yazd 3-star hotels. Through using a pre-test, the population variance was estimated and then the sample size was calculated using unlimited population formula. A questionnaire was used for data collection. In addition to descriptive statistics, the correlation coefficient test and path analysis were used to determine the strength of the relationship between variables and model structural equation of the study to verify the hypotheses, respectively. The results of the study showed that none of relationship marketing mechanisms including financial, social, and structural ones did not have significant impact on the sentiments. Although financial mechanism did not have significant impact on relationship quality, social mechanism influenced on the relationship quality. Moreover, structural mechanism did not affect the quality of the relationship. A qualified relationship has many benefits such as customers’ loyalty, customers’ satisfaction of the customer service organizations, and introducing them to others.