摘要：The aim of this study was to model pool managers’ social capital in terms of customer loyalty. The statistical population of this study was all managers of public and private pools in the city of Mashhad (N=150) as well as the customers of those pools. Based on Morgan table, 108 and 384 people were selected from pool managers and clients, respectively, through random cluster sampling from 12 out of 50 pools in the city of Mashhad. Results showed that between social capital and customer loyalty in Mashhad significant positive correlation between public and private pools there. A significant positive relationship was found between components of capital (structural, cognitive, and communication) and customer loyalty. However, the results of the regression analysis revealed that only the cognitive capital is qualified as a predictor of customer loyalty. The path analysis indicate that the structural model of managers’ social capital has significant effect on customer loyalty.
