An Investigation of the Effects of Customer’s Expectations and Perceived Quality on Customer’s Loyalty with the Mediating Role of the Perceived Value and Customer’s Satisfaction

Abstract

The purpose of this article is to investigate the effect of customer’s expectations and the perceived quality on customer’s loyalty with the mediating role of the perceived value and customer’s satisfaction. The statistic population of the article includes the customers of the agencies of Iran Khodro Company in Gilan province, the city of Rasht and due to the infinity of statistic population, the sample volume has been considered from the amount of 384, based on the Morgan table. After the collection of questionnaires, data has been analyzed by means of LISREL Software. The analysis of findings indicates that customer’s expectations of the products of Iran Khodro Company affected the perceived quality of the product as well as customer’s satisfaction positively and meaningfully. The research results have also indicated that the perceived quality of the products of Iran Khodro Company also has affected the perceived value of the product and the customer’s satisfaction, which has been representative of customer’s loyalty. In the area of customer’s perceptions of the quality of hardware, managers must pay more attention to beauty and charm of the surroundings and try to provide enough explanation and necessary response to customer’s questions about the selected automobiles. It is suggested to managers that by means of improving one of the dimensions of quality, they also improve customer’s perceptions and requests in other dimensions. Planning is necessary and required in order to improve the local space of agencies, improving the quality, and decreasing components prices. Planning for decreasing final price and supplying components with lower prices will be important.