During the past few years, Iranian auto industries sell their products directly to customers and the increase competition among domestic auto makers has increased motivation to pay especial attention to their customers. This paper investigates relationship between marketing and customer’s loyalty. The study designs a questionnaire consists of three parts. The first part is associated with customer information, the second part considers relationship marketing factors and the third part measures components of customer’s loyalty. Cronbach alpha in relationship marketing, loyalty and overall alpha were measured 0.878, 0.891 and 0.712, respectively. Obtained data were analyzed using LISREL software. Ranking the components of the internal and external latent variable are discussed by using the Friedman test and our investigation indicates that some components are not meaningful when the level of significance is five percent. Based on the results of Freedman test, common sense is the most important factor with relative weight of 4.08, followed by relationship (4.01), trust (3.90), commitment(3.86), trouble shooting (2.88) and for the variable of loyalty, quality(3.89), reputation(3.57), decoration(3.4), responsibility(2.96), clients seeking variety (1.75) have the highest average respectively. Note that the results of Friedman test are consistent with the results of structural equation modeling. Chi-Square values have been calculated as 597.701 and 108.917 for marketing relationship and loyalty, respectively.

Automation in service delivery has increased the consumers’ expectation with regard to service quality and subsequently the perception of the same. Technology-driven services redefined quality dimensions and their subsequent impact on the behavioural outcomes of the consumers with specific reference to attitudinal loyalty and propensity to switch. Customer Relationship Management (CRM) has further reinforced the operational aspects of a service provider by integrating the behavioural perspectives with technology. This paper attempts to explore the nomological link between automated service quality and its behavioural consequences with specific reference to consumers’ attitudinal loyalty and their intention to switch or defect from their present service provider. The study further takes into consideration the moderating effects of the performance of the dimensions and attributes of customer relationship management by introducing a novel approach to CRM performance indexing. The cross-sectional study was carried out with the customers of State Bank of India at Asansol, Durgapur, Bolpur and Santiniketan in West Bengal, India. The study used structural equation modeling (SEM) to assess and validate the nomological relationship between the variables.