Maintaining costomers'dependence via relationship marketing and an aplication in insurance field

There has been a lot of changes observed in the 21st century in which the rivalry isincreasing more and more. In the new economical environment that is shaped by knowledgeand usage of it, there have been changes in marketing concept. In this period of change theenterprises focused on the rivalry dominances. The usage of knowledge more, caused themarketing concept able to developed customer centered. In these days where rapid changesare observed, the increasing rivalry, very similar products and services, the increasingdifficulty in differentiating, decreasing prices, decreasing profits, made the companies to gobeyond the point of putting the customer in the center and aiming only customer satisfaction,instead they turned their face to customer relation that aims long relations with customers.In the new economy structure there are changes in the customer structure as well.Freer, more participant, more demanding customer profile is in front of us. The customers aremore close to the companies that service quality products and that are continually in touchwith them. Customer dependence is that customers buy a service or a product that ispreviously presented to them or they bought it before and they intend to buy it again.To stand one step forward in rivalry it has become an important advantage to providecustomer trust by building a long lasting relation with the customer. Enterprises try to makethe customer dependant instead of just making them satisfied. Relational marketing is anindispensable way in building customer dependence.In this work the effects of relational marketing on customer dependence has beenmade on insurance customers. In the research how relational marketing variables affectcustomer dependence. The research has been applied to the customers of insurance agenciesin city centre of Kütahya.