The the presentation of the model and primary index for identification and measuring the effective factors on customer satisfaction and loyalty in the automobile industry




Awareness of the customer satisfaction always been a scientific and practical major issue in the marketing because of it’s the cause of loyalty. This study aimed to identifying factors that influence the customer satisfaction in the automobile industry and eventually provided a model. Therefore, after reading the relevant literature, the variables were determined and 11 hypothesis assigned. For data gathering used a questionnaire which completed by the staff of the Central Bank. Data analyzed with the technique of structural equation modeling and used the LISREL and SPSS software. The results showed that the index and model for measuring customer satisfaction in the automotive industry, is appropriate. Factors affecting customer satisfaction can be expressed this way: quality, expectations, perceived value, image But service had no effect on satisfaction. In addition, satisfaction, was a factor that had the most influence on customer loyalty.