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

Fazlzadeh Alireza, Khoshmaram Ali, Feyzipour Aram


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. 

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International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

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