Determining of Structural Equation Models of Releationship between Relaetionship Marketing with Consumption Behaviour and Costumer Loyalty Pools: case study Birjand

Attracting and retaining customers is the best way to increase profitability based on rapid changes in competitive markets. The purpose of this study was to determine the relation between relationship marketing and shopping behavior and customer loyalty in swimming pools. The statistical population consisted of all customers of pools in Birjand  and  253 completed questionnaires from a total of 260 respondents were analyzed. Marketing and Shopping Behavior Questionnaire (Kim, 2008) and Customer Loyalty Inventory (Liu, 2008) were used to collect data. Reliability of the questionnaires was 0.93, 0.90 and 0.76 based on Cronbach's alpha test for relationship marketing questionnaire, shopping behavior and customer loyalty respectively. Pearson correlation and structural equation modeling were used to analyze the data of this research. The results showed there is a significant relationship between relationship marketing, shopping behavior and customer loyalty. Also the results of the pathway analysis confirmed the conceptual model of the research. Based on the findings, it is suggested that relationship marketing should be considered as one of the effective factors in attracting and retaining sports customers