The effect of strategic orientation of auditing firms on the expectation of continuing customer relationship with respect to the mediating role of customer relationship quality

Strategic orientation, in addition to creating tangible results in the relationship between the organization and environmental variables, causes the formation of mentalities in the minds of people about the quality of the organization's relationship with environmental variables. The purpose of this study is to investigate the effect of strategic orientation variable on the expectation of customer relationship continuity with respect to the mediating role of customer relationship quality. The statistical population of the study includes managers and auditors of auditing firms of organizations listed in the Tehran Stock Exchange and Securities Organization and members of the research sample were selected through random sampling. To test the research hypotheses, data were collected from a sample of two hundred and two people using a standard questionnaire. The collected data were analyzed using SPSS software and PLS SMART software. Findings show a positive effect of strategic orientation on the quality of customer relationship and expectation of continued customer relationship. The research findings also indicate the mediating role of customer relationship quality in the relationship between strategic orientation and customer relationship expectation.