Benefits of Customer Relationship and Effect on Positive Word of Mouth Communication (Pools in Tehran Customers as a case study)

The purpose of present study was to examine effect of relational benefits (confidence، social and special treatment benefits) on encourage customers to participate in positive word of mouth communication. This study is a descriptive study was conducted through a survey. Statistical population included customer''s pools in Tehran. The data gathering instrument was questionnaire. This questionnaire is a standardized questionnaire. The validity of the questionnaire was confirmed by exploratory and confirmatory factor analysis and their reliability was tested by Alpha Cronbach (0/84). The research sample was 400 customers of pools in Tehran. After data collection، the data were analyzed through Structural Equations Modeling and Lisrel software. The results indicated that confidence، social and special treatment benefits had a positive and significant effect on word of mouth communication. Also fitting indicators suggest that data have been fitted well with the model. Regard to research result can be said that relational benefits have significant impact on customer participation in word of mouth communication.