How Quality, Value, Image, and Satisfaction Create Loyalty
International Journal of Business and Management (IJBM . Vol 6, No 10 (2011)
How Quality, Value, Image, and Satisfaction Create Loyalty at an Iran Telecom
This study proposes and tests an integrative model to examine the relations among service quality, value, image, satisfaction, and loyalty in Iran. Analysis of survey data from 417 customers of an Iran mobile Communication Company reveals that service quality directly influences perceived value, image perceptions and customer satisfaction, that value and image influence satisfaction, that corporate image influences value, and that both customer satisfaction and corporate image are significant determinants of loyalty. Thus, image has both a direct and indirect (through value and satisfaction) impact on customer loyalty. Customer satisfactions mediate the impact of service quality, value, and corporate image on customer loyalty.
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