دانشگاه شهید چمران اهواز
عنوان مقاله [English]
Application of relationship marketing tactics can not be successful alone and should consider other factors such as personnel attributes(social afflication ,social recognition, shopping enjoyment, product category involvement)perspective at selection and appraisal. The sample research customers of maxim chain store in Tehran what choiced to method sampler chanceful. In this study we examine three sub-models in a general model that model examine thence way soft ware of lisrel ,the result reveal that model usable for community statistics and among social recognition, social affiliation and shopping enjoyment with consumer relationship proneness. This study can help retail stores to use more effective relationship marketing tactics and also assess these tactics. Results revealed considering of customer needs (personnel needs) can positively affects on relationship satisfaction, trust, relationship commitment and purchase behavior.