The effect of relationship marketing on relationship quality with the spectators of women's volleyball professional league

The purpose of this research is investigation of effect of the relationship marketing on relationship quality with the spectators of Iran women's volleyball professional league. The Research method was corelational research that it was performed field research. Therefore, 306 persons were selected randomly as the sample of research among all the spectators older than 14 years. Research instrument was standard questionnaire. Theirs validity and reliability were confirmed. In order to analysis the research data were used descriptive statistics and structural equity model by LISREL 8.80 and SPSS 22 softwares. In the proposed model, relationship marketing plays a role in explaining the relationship quality at a rate of 74% (0/862). In addition, social benefits with the highest load factor (0/65) is most important dimension in relationship marketing, and trust with the highest load factor (0/69) is most important dimension in relationship quality. This results can ensure to the Iranian Volleyball Federation and sports clubs that to create a sustainable competitive advantage to increase the relationship quality with spectators by use of social benefits and structural bonds. The other consideration suggestions are Holding regular and consistent volleyball leagues, the use of modern communication tools and socialization, Improve the interaction with the spectators by staff and also, Special attention to the needs and demands of spectators to enhancing relationship quality with their.