Abstract:
The aim of this study was to investigate the impact of purchase intent, word of mouth advertising and skill domain of seller on quality of customer relationship to sale life and savings insurance policies on Dana Insurance Co., Bushehr. The research method was descriptive, correlation type. Its population included all employees, branch managers, sales network and customers of Dana Insurance Co., Bushehr. According to Morgan Table, there were randomly participated 200 subjects in the study. A questionnaire was used to collect data. The data were analyzed using Pearson correlation and regression. Results showed a significant positive relationship between purchase intent, word of mouth advertising and skill domain of seller with quality of customer relationship in Dana Insurance Co.