TITLE

How Quality, Value, Image, and Satisfaction Create Loyalty at an Iran Telecom

AUTHOR(S)
Alireza, Fazlzadeh; Khoshmaram Ali; Aram, Feyzipour
PUB. DATE
August 2011
SOURCE
International Journal of Business & Management;Aug2011, Vol. 6 Issue 8, p271
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
65145136

 

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