Abstarct: Today in the global economy, Customers are the reason for the survival of the organization. Managers cannot be indifferent to the expectations and expectations of their customers. Because the only source of returning capital is customers. The purpose of this research was investigating the effect of relationship quality on customer lifetime value and customer word of mouth advertising in private swimming pools of Mashhad. The research method was descxriptive and correlative. The population of this research was all customers of private pools in Mashhad, Due to the uncertainty of the population, Cochran's formula was used and 385 questionnaires were distributed randomly, which about 375 questionnaires were completed and analyzed as case study. after evaluation of the questionnaire's validity and reliability, relationship quality questionnaire (Esmaeelpoor and et al, 1394), Customer Lifetime Value questionnaire, and word of mouth advertising questionnaire (nazemi & azemzadeh, 1394) was used to collect the data. The content validity of questionnaire confirmed by 10 experts and to determine the structural validity of the questionnaires, confirmatory factor analysis was applied. Then to determine the reliability of the questionnaires, a pilot study on 30 employees was conducted. The results of Cronbach’s alpha coefficient showed (relationship quality = 0.85) (Customer Lifetime Value = 0.94) (word of mouth advertising = 0.75) that the questionnaires have acceptable reliability. Also, Used of Pearson correlation and Path analysis to test the hypotheses. The research results are representative of the positive and meaningful impact of Dimensions of relationship quality on Customer Lifetime Value and word of mouth advertising. Also, Customer Lifetime Value showed a positive and significant effect on word of mouth advertising. The model showed a good fit to the data.