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14) were selected randomly. In the proposed model, relationship marketing explained 74% (0.862) of the variance in relationship quality. In addition, social benefits with the highest loading (0.65) was the most important dimension in relationship marketing, and trust with the highest loading (0.69) was the most important dimension in relationship quality. This results can ensure the Iranian Volleyball Federation and sports clubs that increasing the quality of relationship with spectators by means of social benefits and structural bonds can create a sustainable competitive advantage. Other suggestions for enhancing the relationship quality are holding regular and consistent volleyball leagues, using modern communication tools and socialization, improving spectators-staff interaction, and paying special attention to the needs and demands of spectators.]]>
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