Pages: 14-25

Abstract

The current research aims to analyze effect of indices of quality of relationships on customers’ loyalty in Pishraft Darman Company. The statistical population of this study includes all customers in Pishraft Darman Company in 2017 and 150 customers were chosen as statistical sample using unlimited population sampling technique. In this survey, indices of quality of relations (trust commitment and satisfaction) were considered as independent variables and customers’ loyalty was assumed as dependent variable. The current research is included in applied studies and it is deemed as a descriptive survey in terms of method. The librarian method was utilized in this study for data collection. The data collection technique was of librarian type and questionnaire was adapted as a tool for data collection. All hypotheses were analyzed at significance level (p<0.01) for which SPSS software (v.20) was employed for execution of all statistical operations. The research findings indicated that the indices of relationship quality might affect customers’ loyalty in Pishraft Darman Company. Trust, commitment, and satisfaction affect the relationship in loyalty of customers in Pishraft Darman Company.