Some of Factors Affecting Quality of Customer Relationship Based On Relationship Marketing Approach: A Case Study of Luxury Restaurants in Tehran, Iran

Today, no institution can survive unless it can attract and keep enough informed and punctilious customers. The biggest assets of the company are its customers. Improving the quality of customer communications has become increasingly emerging and maturing as an important strategy. This paper aims to analyze some effective factors in the Quality of Customer Relationship in Luxury restaurants in Tehran. The research methodology was survey and of all restaurants in Tehran, about 30 Luxury restaurants were selected (according to Ministry of Trade and Commerce and Tehrans Restaurants Union). The sample size was calculated 382 people using Cochrans Formula which was determined as 400 people to compensate the unusable questionnaires. Classified random selection method was used because of the heterogeneousness of the population. For testing the reliability of the questionnaires, the construct validity method was used with the help of factor analysis technique (confirmatory type) and the stability of each of the variables was tested using Cronbachs alpha. This research included 7 hypotheses that 6 of them were accepted and one of them was rejected. Among 7 independent variables, 4 variables including fair price, physical environment, benefit relationship and communications were entered into the regression equation and totally, they could explain 40.5 percent (Adj.R2 = 40.5) of the relationship quality changes. At the end, path analysis was done to explore the indirect communications.