The main purpose of this research is to develop a new model to examine the impact of relationship marketing underpinnings namely: customer orientation, expertise, food quality, price fairness and physical environment on the quality of firm-customer relationship as well as the levels of contribution of these underpinnings and explore the effects of relationship quality on customer satisfaction, wordof-mouth and customer loyalty. The new model of relationship quality based on literature was developed and tested empirically among 25 luxury restaurants in Shiraz (Iran). The questions used in this study were taken from the relevant literature which contained 36 questions addressing all the variables. Face-to-face interview of customers was administered in the luxury restaurants for a period of two weeks. A total of 830 usable questionnaires were collected. The findings suggest that relationship quality most influenced by customer orientation (29%), expertise (24%), food quality (20%), price fairness (15%) and physical environment (12%). Beside, this study shows that the most impacts of relationship quality are on customer satisfaction (53%) customer loyalty (36%), word-of-mouth (20%). Also customer loyalty most influenced by customer satisfaction (42%). Customer satisfaction also has an effect on word-of-mouth (33%). Luxury restaurants can build and maintain quality customer relationship through customer orientation, expertise, food quality, price fairness and physical environment. The outcome of the study can help luxury restaurants in developing effective strategies for enhancing the quality of firm-customer relationships. It has been suggested that in order to keep customers satisfied firms should constantly improve overall relationship quality. By comparing the levels of contributions of the relationship marketing underpinnings, luxury restaurants are now able to decide on the level of attention and effort to be assigned to each, based on their importance.

In the intellectual capital (IC) literature, only a few studies have analyzed the relationship among the components of IC and organizational success. The purpose of this study is to examine the contact of IC's components on firms' market value and financial performance. The value added intellectual coefficient (VAIC) approach developed by Pulic is used to verify the effect of IC's components on firms' market value and financial performance in Iranian companies. Data were collected from 80 Iran companies listed in the Tehran Stock Exchange (TSE), from five different economic sectors for five-year period of 2006 to 2010; different regression models were constructed to examine the relationships between IC's components and the selected market value and financial performance measures of these companies. SPSS software is also used for analyzing. The results of the analysis revealed no conclusive evidence to support a definitive association between IC, as measured by VAIC, and fail most of the hypotheses, and there is just a statistically significant relationship between human capital efficiency and financial performance and M/B. The paper covers the procedure of measuring IC, determination of its effect on company results and creating IC for competitive advantage. The companies chosen for the study are from four industries in Iran. Thus, the results may not be applicable to other industries in different countries. Recognizing the most influential elements of IC on organizational performance would help organizations to understand better the organizational capabilities they possess. In the Iran business context, the development of human resources seems to be one of the most significant factors of companies' success. The paper explores value added of components of IC and these relationships with economic success of Iranian listed companies.

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The purpose of this article is to analyze the impacts of personal interaction encounters, service excellence, product quality and positive emotion on consumer behavioral intentions in luxury fast food restaurants. The paper investigates samples of luxury fast food restaurants' customers in Shiraz, using stratified random sampling. Self-administered questionnaires were distributed by fast food restaurant staffs to randomly selected customers who were waiting for checks after dinner. In all, 780 customers were asked to complete a survey on a voluntary basis. A total of 738 completed questionnaires were obtained and used in this study. The paper adopted the structural equation modeling approach to test the hypothesis. The empirical validation of the conceptual model supports the research hypotheses. The results support the fully mediating role of service excellence in the relationship between personal interaction encounters and behavioral intentions. This study explores how positive emotion mediates the impact of product quality and behavioral intentions. The paper also finds support for linear relationship between behavioral intention and actual behavior.

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