Pages: 46-56

Abstract

Profitability through selling products - both goods and services - is the main reason for the formation of business companies, and having a powerful and creative sales force in creating and maintaining long-term relationships with customers, as well as introducing and selling products in these companies, play a major role in profitability, growth and survival of the companies. The objective of the present study was to evaluate the role of supplier in building customer loyalty and trust in the technical engineering company operating in the area of road construction and mining machinery. The research population included all customers of technical and engineering companies operating in the area of road construction and mining machinery (business services provider) and parts supply (engineering services) in Tehran. The variables of the research are quantitative and the statistical population is unlimited. They were selected to be 385 using Cochran’s formula. To collect data, a questionnaire was used. Its validity was confirmed by using the views and opinions of experts and its reliability was confirmed by using the Cronbach's alpha. Multiple regression and Pearson tests were used to analyze the data. Results showed that product quality, quality of after-sales service, technical support, and handling the complaints had positive and significant relationship with supplier trust and trust in supplier had an effect on customer loyalty and the company size played a mediating role in the relationship between trust in supplier and the customer loyalty.