Investigating the Relationship of Ethical Sales Behavior on Customer Reuse Intention in Gyms through Relationship Quality

The purpose of this research was to investigate the relationship of ethical sales behavior on the Reuse intention of customers of bodybuilding gyms through relationship quality. The statistical population of this research consisted of bodybuilding athletes in Damghan city (N = 1500), out of whom 288 individuals were selected as the study sample. After determining validity and reliability, data were collected using standard questionnaires for ethical sales behavior and relationship quality (Yu & Kim, 2008), and Reuse intention (Lim, 2006). To determine the content validity of these questionnaires, the opinions of 8 experts were used, and to confirm the measurement tools, convergent and discriminant validity were used. Cronbach's alpha coefficient was used to determine the reliability of the questionnaires. To test the hypotheses, the structural equation modeling method and specifically the partial least squares approach were used with two software: Smart-PLS4 and SPSS26. The results showed that managers' ethical sales behavior has a direct and significant effect on relationship quality and customers' Reuse intention; also, the effect of relationship quality with customers on Reuse intention was positive and significant. Finally, the assessment of the overall model fit indicated a very good fit of the overall research model. Given that ethical sales behavior is a suitable predictor for relationship quality and customer reuse intention, it is recommended to managers and owners of bodybuilding gyms to employ ethical behavior in communicating with customers, as ethical sales behavior strengthens the relationship and increases customers' intention to reuse the gym.