Investigating the effect of aspects of communication quality on the Iran insurance company's customer behavioral and attitudinal loyalty

Today, companies with superior performance in various industries are moving towards customer retention and loyalty. Because they have found that it is very expensive to attract a new customer and to maintain its position in the highly competitive environment they need loyal customers. Therefore, identifying the factors that affect on customer loyalty is very important. Hence, this study examines the impact of dimensions of communication quality (trust, satisfaction and commitment) on behavioral and attitudinal loyalty. This study is an applied research with descriptive analytical methodology. A structural equation modeling approach is employed to examine the relationship posited in this study. The Statistical population of this study were representatives of the Iran insurance company's customers in the city of Tehran. Through random sampling 106 individuals sample was determined. To collect data, 150 questionnaires were distributed. A total of 150 questionnaires were distributed to collect data. Data were analyzed through the SPSS22 and LISREL8.8 softwares. The results showed that satisfaction and commitment have a positive and significant impact on attitudinal and behavioral loyalty. Also, trust has a positive and significant impact on behavioral loyalty, but has no significant effect on attitudinal loyalty.