Evaluating the Effects of Retailing Communicative Attempts on Customers Views and Behaviors

This research focuses on the retailing communicative attempts performed by a retailer including direct mail, preferential treatment and tangible rewards on the key communicative marketing results such as trust, relationship commitment and behavioral loyalty in Tehran Hyper-star store. By random sampling of 222 people as customers in the above store, the research tests 5 hypotheses by modeling structural equations. According to the results of this research and the history existed in different countries, it can be said that retailing communicative attempts are one of the most important ways to attract, affect on the faithful customers and encourage the common customers. Consequently, the managers and employee of the retailing firms need to be trained, motivated and encouraged to do communicative attempts for common and regular customers.