Open AccessHow Quality, Value, Image, and Satisfaction Create Loyalty at an Iran Telecom
Author(s) -
Alireza Fazlzadeh,
Khoshmaram Ali,
Feyzipour Aram
Publication year - 2011
Publication title -
international journal of business and management
Language(s) - English
Resource type - Journals
eISSN - 1833-8119
pISSN - 1833-3850
DOI - 10.5539/ijbm.v6n8p271
Subject(s) - loyalty , business , value (mathematics) , telecommunications , marketing , advertising , computer science , machine learning
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.