Assessment Refah and Shahrvand Chain Store's Customers Loyalty (Case Study: Tehran Stores)

Due to the global competition increasing and integration of international markets, customers’ retention is a big challenge for companies in the 21st century and so, study of customers’ loyalty is a vital matter. Therefore, present paper identifies the perspectives of Refah and Shahrvand chain stores’ customers about the quality of services, trust and customers satisfaction to establish their loyalty.Statistical population of this study is all Customers of selected Refah and Shahrvand stores which randomly selected 385 customers and the questionnaire was distributed among them. Results indicate that, from the Customers’ viewpoint, the quality of services (and its five dimensions: tangible services, reliability services, services assurance, personnel accountability in delivering services, personnel empathy in providing services) and also, their trust (confidence) and satisfaction from their stores are desirable and there are no significantly differences between dimensions of stores. As well as, these dimensions have different ranks in the loyalty creation.