Impact of Perceived Relational Capital on Visitors’ Loyalty, Case Study: Visitors of National Museum of Iran

Today, due to time constraints, customers are looking for service providers that provide them with convenient search and easy access and shopping. This indicates an important role in the convenience of services. On the other hand, creating and maintaining an effective and long-term relationship between supplier and customer is very important and the emphasis of organizations on marketing investment is relational marketing. This study examined the relationship between service convenience, relational capital, and loyalty with the case of visitors of the National Museum of Iran. All visitors to the National Museum of Iran who have visited the museum during the research period constitute the present research population. Sample size was determined using Cronbach's sample size formula of 341 individuals and sampling was done by available sampling method. In this study, the analysis was performed using structural equation modeling using Smart PLS 3 software and partial least squares method. The results show that the benefit convenience and post-benefit convenience have a positive effect on the perceived relationship capital by visitors to national museum of Iran. Also, perceived relationship capital has a positive effect on the loyalty of visitors to Iran's national museums. Finally, suggestions based on the results of the research as well as suggestions for future research are provided