Investigating the relationship between online relational marketing and satisfaction through online trust

Due to the increasing competition among insurance companies, online relational marketing is considered as a very suitable method to create and maintain a long-term relationship with customers; Because the services that can be provided in insurance companies are relatively uniform and it is difficult for most insurance companies to differentiate their services from competitors. Meanwhile, knowing how customer satisfaction is influenced by key variables still needs more studies. The purpose of the research is to investigate the relationship between online marketing and satisfaction through online trust. The research method is applied in terms of purpose and descriptive-correlation in terms of implementation method. The statistical population of the research is customers referring to Razi insurance branches in Mashhad city, and considering the unlimited number of customers based on the tenfold rule of thumb of structural equations, the minimum sample size required for this research was 320 people. In this research, available non-random sampling method was used. The main tool for collecting information in this research is a questionnaire. In order to determine the validity of the questionnaires, the questionnaires were given to the respected professors, advisors and experts for their comments and their validity was confirmed. The reliability of the questionnaires was also confirmed. The research results showed that online trust mediates the effect of online relational marketing on customer satisfaction. Also, there was a relationship between attachment and interaction and trust, and there was also a relationship between attachment and customer satisfaction. Also, there was a relationship between interaction and online trust, and between online trust and customer satisfaction, and the existence of a relationship between online relational marketing dimensions and customer satisfaction was confirmed. Online trust mediated the effect of attachment on customer satisfaction.