The effect of customer buying factors on customer loyalty with respect to the mediating role of perceived value and customer satisfaction (Case study: IT start-up companies in Tabriz)

The purpose of this study is to determine the effect of customer buying factors on customer loyalty with respect to the mediating role of perceived value and customer satisfaction. This research is a descriptive-survey research in terms of practical purpose and nature of work. The statistical population of this study includes customers of start-up companies active in the field of IT in the city of Tabriz. The sampling method was randomly selected using the Cochran sample size formula in an unlimited population of 385 people. A researcher-made questionnaire was used to collect information, the validity and reliability of which were also confirmed. The results of hypothesis testing using SPSS and AMOS software indicate that customer buying factors (barriers to change, trust, commitment, perceived quality, customer empathy, mental image) on customer loyalty with respect to the mediating role of perceived value And customer satisfaction is affected.