A study on relationship between consumer behavior characteristics and consumer loyalty: The mediating role of perceived value.(The case of Bahman Co.)

Identifying and measuring customer loyalty are key to the survival and profitability of organizations. Given this fact, we hypothesized that identification of factors affecting consumer retention and presenting tailored solutions, might contribute to customer loyalty and the success of automotive companies. By reviewing the relative literature, we found that; perceived service value, perceived service quality, mindful imagery, self-image, and lifestyle are key factors affecting customer loyalty. Data was gathered through a sample survey from 400 referred customers to Bahman Group after-sales services. The results show that external behavior variables, such as mindful imagery and perceived service quality, will affect customer loyalty through customer’s perceived value. Based on the results, recommendations are offered to increase customer loyalty.