Evaluation of Trademarks Effect on Customers Loyalty Case Study: Software Industry

Abstract

Undoubtedly , in today’s  markets , which are associated with increased competition , one way for company for more market share and achieve competitive advantage will be access to loyal customers. According to importance of this issue in business survival , especially in the field of software industry identifying factors that influence loyalty , the goal of this studies is investigating the important  factors that influence the customer loyalty . in order to achieve this goal, based on the conceptual model of relationship satisfaction value, resistance to change, sense of trust, and build brand equity and customer loyalty theory and we gathering our data with distribute 140 questionnaires between companies in Tehran that cooperate with one manufacturer company’s management information system software that for testing the data, we use spearman correlation coefficients were tested by structural equation analysis. Results indicate that brand equity and trust are the most important factor influencing patterns of behavioral and attitudinal loyalty. While the factors influencing behavioral loyalty versus attitudinal loyalty research in the field view may be different.

Key words: trademarks, customer loyalty, industrial marketing