---

Abstract Nowadays, due to intense competition, organizations are operating their activities in a dynamic and high uncertainty environment. From a competitive perspective, having continued profit depends on attracting new customers and retaining existing ones. Currently, all the attention has been focused on the relationship with customer and customer is considered as an essential component of the organization. The purpose of this study is to investigate 10 effective factors of Lindgreen Model on Implementation of customer relationship in agencies which belong to Mostazafan Foundation and to rank those effective factors. Lindgreen Model is one of the most comprehentive models for investigating the implementation of CRM. Those effective factors include Information Technology, People, Knowledge Management, Customer Strategy, Culture, Customer Relation Management Processe, Customer Interaction Strategy, Organization, Brand Strategy and Value-Add Strategy. The required data are gathered by distributing questionnaire among 385 customers of Aito and Perspolis agencies, using simple random sampling. The data are analyzed by Kolmogorov-Smirnov Test (k-s Test), Binomial Test and Friedman Test and also TOPSIS and Shanon’s Entropy Model. The results show that the ten factors of Lindgreen model in the implementation of customer relationship management agencies of Mostazafan Foundation are effective but their ranks are different.   Keywords: Customer Relationship Management, Lindgreen Model, Tourism Indusrty

---

In recent years, the lack of a standard framework and the lack of a proper planning for the location of chain stores have caused most of these commercial locations not to be located according to defined standards; instead of scientific and knowledge-based work, it is mostly arbitrary. On the other hand, in most cases, the method of replacing stores in decision-making institutions is done with traditional methods and without scientific justification, and it is rather experimental and subjective. As a result, difficult access for customers and low sales and profitability have been among its consequences. Therefore, today, one of the reasons of the failure of chain stores is the lack of proper location in this area.
This research is descriptive in terms of purpose and applied in terms of results. In this study, the factors affecting the optimal location of chain stores were graded using interpretive structural modeling.
The geographical territory of this research is Guilan province.
Considering the importance of recognizing the effective factors in the optimal location of chain stores, in this study, first, by reviewing the literature and research background, important factors were identified based on the use of experts in the field of marketing and urban geography; out of about 45 effective factors,17 main ones were identified. In the next step, using a new analytical methodology called “interpretive structural modeling,” the relationships between the dimensions and indicators of the process are determined and analyzed in an integrated manner. The results of interpretive structural modeling showed that the indicators of demographic characteristics of the region, economic factors of customers, and market attractiveness are in the sphere of influence. These indicators have high influential power with minimal dependency which broadens an understanding of the other indicators.
This study presents a model for determining the causal relationships among the variables affecting the location of chain stores. The results of this study help investors and decision-makers in urban geography to choose the most appropriate path for the development of chain stores.