Caspian Journal of Applied Sciences Research, 1(13), pp. 95-103, 2012 Available online at http://www.cjasr.com ISSN: 2251-9114, ©2012 CJASR 95 Full Length Research Paper Relationship Marketing and Customer Loyalty, Case Study: Hormozghan Cement Company, Bandar Khamir, Iran Mohammad Bagher Aali 1* , Seyed Davoud Hosseini Nasab 2 , Kamran Pashaei Fakhri 3 , Seyed Mohsen Fazeliyan 4 , Hadi Kheirollahi 5 1 Open Higher Educations Center, Kharazmi University, Tehran, I.R.Iran&CEO of Hormozghan Cement Company, Bandar Khamir, Iran 2 Department of Psychology, Tabriz Branch, Islamic Azad University, Tabriz, Iran 3 Department of Persian Literature and Foreign Languages, Tabriz Branch, Islamic Azad University, Tabriz, Iran 4 Department of Islamic Studies and Finance, Imam Sadiq University, Tehran, Iran 5 MA in Economic Development and Planning, Hormozghan Cement Company, Bandar Khamir, Iran *Corresponding Author: email: mbaali@gmail.com Received 23 September 2012; Accepted 8 November 2012 This study is conducted to evaluate the impact of relationship marketing's underpinnings on relationship quality (customers' trust and satisfaction) and then determine the impact on customers’ loyalty in Hormozghan Cement Company. A researcher built questionnaire (derived from previous studies and the relevant literature) was completed by 246 Company's customers in Iran. Correlation analysis, Multiple Regression analysis and Path analysis assessed the impact on customer loyalty of four key constructs of relationship marketing (product quality, product price, brand image, value offers) and mediators. Customer loyalty is basically formed by the constructs of product quality, price quality, brand image and value offers via mediating role of costumer trust and satisfaction. The relationships investigated in this study deserve further research. Because the data analyzed were collected from one company of the industry in a sole Country, more studies are required before general conclusions can be drawn. It is reasonable to conclude, on this evidence, which customer loyalty can be created, reinforced and retained by marketing plans aimed at building satisfaction, demonstrating product quality to customers and getting in touch with them in a timely manner. This study is the first research of the subject within the Cement Industry Key words: Relationship Marketing, Customer Loyalty, Cement Industry, Iran 1. INTRODUCTION Cement Industry in Iran is undertaking a paradigm shift. The first cement plant was established in Iran in 1932. Since then, cement plant managers made efforts to increase produce without giving enough attention to the marketing side of the business (Tajik, 2011). Nowadays, cement production has been increased and we are facing with surplus of supply. This leads to the lack of selling in the sector and intensification of competition among cement plants. By increasing the competition in the marketplace, making customers loyal in order to enhance mutual profit gains importance (Tseng, 2007).Therefore, there is an urgent need for marketing tactics to be taken into consideration in the cement sector of Iran (Tajik,2011). Customer is the core point amongst most marketing strategies (Peng and Wang, 2006), so relationship marketing is a suitable pattern that should be taken into consideration in this sector in Iran in dealing with customers. This idea vastly supported by the modern business world. This study examines relationship marketing tactics on customers' loyalty in Hormozghan Cement Company. 1.2. Statement of the problem Higher competition in cement sector of Iran is higher necessity to take benefit of marketing theories. Whenever the competition comes up, market share of each company comes down only if they have loyal customers. Attracting new customers is more expensive than retaining them (Cutler, 1989), so they should enjoy such tactics that enhance loyalty of customers in order to ensure their profits. One of the marketing strategies, that seek to acquire and retain customers