Identifying Affecting Factors of Retailers Loyalty on Distribution Companies (Case Study: PAKNAM Company)

By passing the traditional economy and importance of competition in new dimensions, customer is the main part of all activities in organization. From the competitive point of view, surviving of all organizations is depended to identifying and attracting new customers and keeping the current customers. Since the distribution companies are somehow service organizations and their main activities are also related directly to retailers, therefore Satisfaction and loyalty of customers are terms which are very important for these companies. Thus the purpose of this research is identifying the affecting factors on loyalty of distribution companies, and then evaluating these factors in the PAKNAM distribution company by using various models in the field of customer satisfaction and loyalty. At the end we will present a model for customer loyalty for this company. The results of this research show “The ways of making good and friendly relationships with customers” has the high effect on loyalty. In addition “incentive methods” and “The process of recording order for goods” are two factors which have effect on customer loyalty from one side and on the other side “increasing the satisfaction” has indirect effect on “increasing the loyalty”. Also some factors such as “The ways of making friendly relationships with customers” and “competitors actions” are just effective on customer loyalty and there is no relationship with customer satisfaction. On the other hand two components of “pricing portfolio of goods” and “the delivery process” are indirectly effective on creating customer satisfaction and lead loyalty but they don’t have direct with loyalty.