Analyzing the Relationship between Costumers Perceived Quality, Satisfaction and Loyalty (Case Study: SA Iran Electro Optic Industries Company)

Abstract

In this paper, the relationship between perceived quality and costumers loyalty and satisfaction of SA Iran Electro Optic Industries (SAPA) has been studied. This is a descriptive survey in which data has been collected among 358 company costumers by Non Probability Sampling method and analyzed using SPSS and LISREL. In order to analyze the data, Confirmatory Factor Analysis and Structural Function Model are used. The research shows that performance quality has positive relationship with loyalty and satisfaction and customer satisfaction positively and significantly is in relation with their loyalty.

Keywords: Loyalty, Performance Quality and Customer Satisfaction