A Model to Explain Customer Loyalty Based on Customer Equity and Customer Satisfaction: A study in mobile services industry in Bushehr

The development of telecom companies in the world and the maturity of markets of such services، the management of customer loyalty has become a major concern in the company. This research is trying to provide a model for mobile service customer loyalty considering the customer equity، value equity، brand equity، relationships equity and customer satisfaction in order to create better services for mobile operators and to increase customer loyalty. In terms of goal the research is the applied research. Statistical population is among the customer''s mobile services MCI and Irancell. Simple random sampling was used and 385 questionnaires were collected. In this study، after considering the comments of some customers and reviewing of scientific literature، the questionnaire was localized for the evaluating of mobile industry in Iran. After data collecting، the conceptual model was analyzed by the use of Amos 19 software then the implementation of the reform was approved. Research findings suggest that customer equity and customer satisfaction directly affect customer loyalty. Value equity، relationship equity، brand equity indirectly influence customer loyalty.