ISSN: 2222-6990
Open access
This study is intended to investigate the effect of relationship marketing on the competitive advantage in the form of the desired pattern or model of this study. Statistical community of this study has been Esfahan’s REFAH chain stores. Collecting data instruments are the accepted stabilized and justifiability (reliability) questionnaires that a total of 150 questionnaires were distributed and a total 114 of them were returned and analyzed. Amos software was used for analyzing of these data. The main hypothesis (theory) based on the effect of relationship marketing on the competitive advantage was approved, and in the four sub-hypothesis, we evaluate the effect of relationship marketing dimensions on creating the competitive advantage, with these 4 dimensions - trust- commitment- conflict management- communications- , We can reject the effect of trust, And effect of three of them- commitment- conflict management- communications – was proved. And it was presented that conflict management has more effect in creating competitive advantage.
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Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
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