Identification of effective factors on customer loyalty with mobile industry

Abstract

Customers or clients are counted to be reasons for existence and continuation of life of every organization and, therefore, it is essential to review various aspects of customer satisfaction. Many customers may seem to be satisfied but they may switch to competitor companies for various reasons. Loyal customers constitute a major factor for organizational successes and there are many attempts to create loyal customers. The customer loyalty was defined as commitment of customers to deal with a particular organization or buy given goods repeatedly. During the present research, the researcher engages in the evaluation of factors effective on satisfaction and loyalty of customers and in the study of their interactions, using the famous American Model of Customer Satisfaction. Major variables of such pattern are as follows: customer expectations, perceived quality, perceived value, customer satisfaction, Repurchase Likelihood, Price Tolerance changes and customer complaint. In this study, 384 cell-phone users were randomly selected from different departments of North Tehran Branch of Islamic Azad University. Valuable data were gathered by closed response questionnaire. Afterward we derived eleven correlations between different parameters by using structural equation modeling. Finally, all of suppositions were confirmed by confidence level up to 95%. In addition, the SPSS and XLSTAT PLS software packages are utilized in the process and analysis of data and investigation of study's hypotheses and necessary analyses have been done.