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ABSTRCT The main aim of the present research is to investigate influence of inertia on customer loyalty regarding to moderating role of the Zone of Tolerance (ZOT) and Alternative Attractiveness (AA); This survey studied mobile phone industry and The model consists of inertia as independent variables and customer loyalty as dependent variable and also zone of tolerance and alternative attractiveness as moderating variables. In this research, for collecting the data relevant to the under studied variable, a standardized questionnaire in the international researches was used and for studying the relationship between the research variables and hypothesis test, the path analysis model have been used. The conceptual model and hypothesis are tested using Structural Equation Models (SEM). Findings also indicate that customer inertia has a positive and significant impact on customer loyalty. While, in case of moderating variable, zone of tolerance not only strengthens the relationship between inertia and customer loyalty but also with wider ZOT reduces that of strengthen and alternative attractiveness have not effect on relationship between inertia with loyalty.

Inertia and Customer Loyalty in the Varying Levels of the Zone of Tolerance and Alternative Attractiveness