Background: Developing and management of relation with customers are the key factors in service marketing. The first goal of study is, to identify the optimal facets of communication style for customer oriented employees, the second step it is tried to examine the ways in which the customer-oriented employee induces dedicational behavior of customers.

Methods: The present study is an applied and correlation research. Population of research includes all customers (who use the services more than twice) of Padidehe-Shandiz in Mashhad. Among all customers, 164 customers were selected as an in-access sample group. Data was collected by a questionnaire. Also, data analyzed by SEM.

Results: Results show that there is a positive relation among customer-oriented staffs and business ethics and dedicational behavior of customers. It is indicated that relational style has a positive relation with customer-oriented behavior

Conclusion: This study confirmed the positive relationship between business ethics and customer oriented employees on dedicational behavior of customers. According to the results, when an employee act according to the customer- oriented rules, it is likely the customer has a depth and permanent relation with service provider.