The Priority of Effective Factors on Customer's Loyalty with Using of ECSI Model

Subject Areas : Jounal of Marketing Management

M. Haghighi Kaffash ¹ , M. Akbari ²

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Received: 2013-09-01 Accepted : 2013-09-01 Published : 2011-04-21

Keywords: marketing, loyalty, Customer Satisfaction, Consumer behavior,

Abstract :

In This Competitive world a dominant position in the market and offering products with superior quality are factors that help producers in establishing a durable competitive advantage. Customer loyalty isn’t a privilege but it's a score that should be achieved. The main purpose of this present paper was to identify the effective factors on customer loyalty of Shirin -Asal Company. This research used “European Customer Satisfaction Index “ through focusing on  three factors of  "Customer satisfaction", "perceive image from company" and "software perceive quality" which  are effective in gaining customers’ loyalty. In this research 420 questionnaires were distributed among products consumers of company in Tehran randomly and 385 completed questionnaires were collected.  The statistic analysis the study findings  indicated that at 95% confidence level, all the factors  identified on the two main indexes of consumers loyalty (Frequency of  purchase and Introduction the products to others) of Shirin- Asal company products were effective.