Investigating The Effect Of Competitive Advantage Dimensions On Customer Loyalty (Case Study: BA Shiraz Food Industries)

 
The present study was conducted in 1398 with the aim of investigating the effect of competitive advantage dimensions on customer loyalty (Case study: BA Shiraz Food Industries). The statistical population of this study is customers consuming semi-finished food products of BA company. At the time of this research, their number was reported to be unlimited. Sampling using Morgan table was 384. The number of samples was considered. The measurement tool of this research is standard customer loyalty questionnaire. And the competitive advantage was the apparent validity of the questionnaire was confirmed. Their reliability was obtained by Cronbach's alpha coefficient for four variables above 0.7. The final questionnaire was provided to the members of the statistical sample by simple random sampling method. After collecting the questionnaires, due to their normality, the research data were analyzed using SPSS24 software. This research was conducted at two levels of descriptive and inferential statistics. The results of the analysis showed that accountability has a significant effect on customer loyalty. Accountability has a significant effect on customer loyalty. Quality has a significant effect on loyalty. Innovation has a significant effect on customer loyalty. Efficiency does not have a significant effect on customer loyalty.