The impact of corporate reputation and service quality on customer loyalty

Subject Areas :

صدیقه طوطیان ¹ (استادیار، گروه مدیریت، واحد تهران شرق، دانشگاه آزاد اسلامی، تهران، ایران.)
شهرزاد طیاران ² (استادیار، گروه مدیریت، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.)
امید درویش زاده ³ (کارشناسی ارشد مدیریت بازرگانی ،گروه مدیریت، واحد الکترونیک، دانشگاه آزاد اسلامی، تهران، ایران.)

Received: 2018-04-06 Accepted : 2018-04-29 Published : 2022-09-26

Keywords: customer loyalty, corporate reputation, quality of service,

Abstract :

Given the importance of customer loyalty in the manufacturing and service sectors and the role of these variables influencing and being influenced by other organizational variables, This paper investigates the impact of organizational reputation and service quality on customer loyalty were discussed. To this end all customers carmaker Iran Khodro in Tehran as population and 385 subjects were selected by using simple random sampling. Also, Data collection instrument was a questionnaire to arrange the questionnaires Caruana and Irving (2010) for customer loyalty, Yang for corporate reputation and Duarte et al (2016) were used for quality of service. In this way, and the effect of corporate reputation on customer loyalty and the impact of service quality on customer loyalty were measured. While research data to measure and Lisrel Spss software was used. The results obtained in this study indicate both corporate reputation and quality of service has a significant positive effect on customer loyalty. This applies to every single indicator is intended for corporate reputation and quality of service was approved.

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