Investigating the Effects of Brand Image and Service Quality on Relationship Marketing and Customer's Behavioral Intentions

This research is to present an integrated comprehensive model in order to investigate the effects of brand image and service quality on relationship marketing variables (trust and commitment) and customers’ behavior intentions. The statistical population of this research involved customers of Hyper Star Department Store in Tehran. Data were collected based on simple random sampling technique from 380 customers and analyzed by using Structural Equation Modeling through employing SPSS and LISREL soft wares. The results showed that brand image and service quality have a positive and significant effect on relationship marketing. The effect of brand image and service quality on customers’ perceived value was also proved, and the effect of relationship marketing dimensions on Customers’ Behavioral Intentions were also significant. Finally, service providers and department stores’ managers are advised to establish efficient long term relationships with their customers through focusing on differentiating their stores’ brand image relative to the competitors and also improving their products and services quality which in its turn leads to customers’ positive intentions.