بررسی تأثیر بازاریابی رابطه‌مند بر حق‌شناسی مشتری و وفاداری مشتریان در فروشگاه‌های زنجیره‌ای افق کوروش استان مازندران

The purpose of the research, which is to follow, is whether the different aspects of the marketing relationship have different effects on customer appreciation and, consequently, on customer loyalty. Therefore, the main question of this research is whether the relationship marketing components affect the customer's trust and, consequently, the customer loyalty in the chain stores of the Khoroush Ofogh in Mazandaran province. This research was applied to the target and the required data were collected through a questionnaire. Library studies have also been used to write the required theoretical literature in the area under study. The statistical population of all customers is the Khoroush Ofogh chain stores in Mazandaran province. According to unlimited society, the sample size was 384 people. Data analysis was done through descriptive and inferential statistical methods using SPSS software and by regression test. The results of the first main hypothesis of the research showed that the relationship marketing has a positive and significant effect on the customer's reputation. The results of the second main hypothesis of the research showed that customer's sense of customer loyalty has a significant positive effect on the chain stores in the Kourosh horizon chain of Mazandaran province. The results of the sub-assumptions of the research showed that trust, commitment, communication and conflict management have a positive and significant effect on the customer's goodness in the chain stores of Khoroush Ofogh in Mazandaran province.