Azade Ebrahimi Bahreini, Ali Mollahosseini, Parviz Ahmadi
In recent years, Attitude is the important factor that affecting the buying behavior of consumers. These days, the survival of organizations depends on customer’s repeated purchase, so organizations must lead repeat customer’s purchase by changing the mentality and attitude of consumers. Thus, organizations need to focus their attention on the relationships with customers, theorists have suggested relationship marketing (RM).At the core of RM is the development and maintenance of longterm relationships with valuable customers. In RM, the customer lifetime value (CLV) is the discounted profit streams of a customer across the entire customer life cycle. The CLV plays a key role in customer acquisition and retention decisions. The purpose of this descriptive correlational study was to examine the effect of relationship marketing on customer lifetime value of Hacoupian brands with consideration of attitude as a mediator. The purpose of this descriptive correlational study is to examine the effect of the consumer’s attitude of the Hacoupian brands on the customer’s lifetime value by considering consumer particular value as a mediator variable. Population of survey in this research was customers of Hacoupian brand in Kerman and a sample of 384 randomly selected for this study. Datas are collected through questionnaires and Analysis by SPSS and AMOS. This research finds that there is a significant relationship between relationship-marketing and attitude toward luxury brand and also there is a significant relationship between attitude toward luxury brand and customer’s lifetime value.
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