Objective: The main purpose of this study was to design an evaluation of the factors affecting the relationship sales behavior and its results.
Research Method: The present study is fundamental-applied in terms of purpose and qualitative and quantitative in terms of nature. The statistical community in the qualitative section is marketing experts. Experts were identified by purposive sampling and snowball sampling, which according to the adequacy of the data, a total of 20 experts were interviewed. The method of analysis was foundation data theory. In a small part, the researcher used 384 Maxim brand internal customers who were selected using both cluster and available approaches. Also, the data collection tool in the quantitative part of the questionnaire was 43 items. Smart PLS software was used to analyze the qualitative data from the foundation data approach and also for quantitative part analysis.
Conclusion: The results showed that the causal conditions of relationship sales behavior included a complex competitive environment. The main phenomenon of the seller's professional ability has been the context of the company's situational factors, interfering factors of the sellers' personality traits as well as social and cultural factors. Relationship sales behavior strategy and outcome were also identified as sales performance, sales behavioral performance. The results obtained from the quantitative section confirmed the design of the model.