The Effect of Fitness of Self-Concept, Functional Mind and Affective Affiliation on Customer Loyalty

As a kind of internal, deep commitment, customer loyalty leads to the re-purchase or reuse of a particular product or service. However, the self-congruity and position potentially affect customer behavior change. The this study is aimed at examining the effect of Self- Congruity, functional image and emotional attachment on customer loyalty. The study is a correlation one ,using a questionnaire to collect data. The content validity of the questionnaire was found to be acceptable, based on the comments of experts, academic professors and expert experts. The Cronbach's alpha results showed the acceptable level of the reliability of the instrument. The sample of the study was made up of a total of 400 residents who live in Tehran's 5th district .They were selected, using convenient random sampling. Based on the path analysis conducted on the results of this study, self-congruity has a significant effect on functional image and emotional attachment. Moreover, functional image and emotional attachment have significant effect on customer loyalty.