Investigating the relation among relationship marketing and customer satisfaction and purchase intention (Case study: Food industry of Kurdistan province)

Customers are individuals or processes that consume the results of a performance or need them and benefit from them. Because every function in an organization certainly has a purpose, and accordingly has some customers. The customer satisfaction is regarded as a key factor in the success of an organization. In general, customer satisfaction is generally full access to the expectations that can be main concept of relationship marketing. On the other hand attention to relationship marketing concept due to making strong relationship with customer causes improved operating results include sales growth, market share, investment profits, and customer retention. The aim of this study is to investigate and find out the status of relationship marketing strategies use and its relationship with customer satisfaction in the food industries of Kurdistan. In this study, three main hypotheses have been proposed and for data collection library method was used for theoretical discussions and field method (questionnaire)for collecting opinions. Collected data were analyzed by SPSS and LISREL. Results showed that all hypotheses were approved. That means there is a significant relationship among relationship marketing and customer satisfaction and purchase intention.