Study and Ranking of Factors Affecting Customer Loyalty to Products of Pegah Golpayegan Company in Mahallat

The purpose of this paper is to investigate the factors affecting customer loyalty to the products of Pegah Golpayegan Company in Mahallat city.

This research is a descriptive survey with an applied approach. The statistical population consisted of customers of Pegah Golpayegan Company's products in Mahallat city from December to February 1977 in stores and supermarkets. Data collection tool was a researcher-made questionnaire with 30 closed-ended questions. The validity of the questionnaire was confirmed by content validity using professors' opinions and the reliability of the questionnaire was confirmed by Cronbach's alpha coefficient. Descriptive and inferential statistics were analyzed by SPSS 20 software.

The findings of the study showed the effect of three variables (price, discount, quality) on customer loyalty.

The results of Friedman test showed that the variables affecting customer loyalty did not have the same effect and priority and the variables of quality, price, distribution, responsiveness and handling of complaints, and being native had the most effect and

This study was conducted to investigate the factors affecting customer loyalty to products of Pegah Golpayegan Company in Mahalat.

Others, discounts, promotions and packaging have the least impact on customer loyalty, recommendation variables respectively