بررسی تاثیرتاکتیک‌های بازاریابی رابطه‌مند بر وفاداری رفتاری با نقش واسطه قدرشناسی مشتری (مورد مطالعه: اعضای باشگاه مشتریان چرم مشهد)

This research investigates the effects of affiliate marketing tactics on behavioral loyalty with the mediatory role of customer appreciation. Proposed tactics including e-mail, tangible rewards, texting, virtual social networks, websites, interpersonal communication, and preferential behavior are addressed in this study.present research is purposeful, applied and in terms of data collection descriptive. Data collection method is a combination of library and questionnaire. The statistical population of the study is the members of Mashhad Leather Club and the sampling method is a multi-stage cluster. According to the Cochran formula, the sample size was 384 and the Cronbach's alphbtained  for the questionnaire was 9.49. Structural equation model and partial least squares method are used to test the hypotheses and to investigate the fitness of the model. For analyzing the data, descriptive analysis and inferential analysis, 21SPSS and Smart PLS software were used.The results showed that (with respect to the significance coefficients z and path coefficients), only three tactics of virtual social networks, websites and preferential behavior affect customer's appreciation. Also, customer's gratitude leads to his behavioral loyalty.