Examining the Effects of Relationship Marketing Tactics on Buying Behaviour in Service Sectors By Structural Eqution Model

This survey seeks examining the effects of relationship marketing tactics on buying behaviour in service sectors. Research resuls show that choice of relationship marketing tactics can affects customer behavior. This study tests a model in the context of the effects of relationship marketing tactics on buying behaviour. The research group (population) includes all customers of Maxim retail store in Tehran province. By the use of a voluntary sampling method, 90 customers have been selected as the research sample. we used Lisrel software for testing the model. The results indicate that there is a positive relationship between relationship marketing tactics (communication, preferential treatment and personalization) and customer retention orientation of the retailer, there isn’t a positive relationship between rewarding tactic and customer retention orientation of the retailer. Also the results indicate that relationship marketing tactics can positively affect relationship satisfaction, trust, relationship commitment and buying behavior. This study can help retail stores to use more effective relationship marketing tactics and also assesses these tactics.