An Investigation on the Relationship between Comprehensive Quality Management Application on Customer Satisfaction and Customer Loyalty

In the present study, the relationship between the application of comprehensive quality management on customer satisfaction and customer loyalty with respect to the mediating role of service quality (Case Study of Ray Bank Agricultural Branches) has been investigated. The target population includes all clients of Ray Bank Agricultural Bank branches. According to Krejcie and Morgan table, the sample size is 384 persons and the method is stratified random sampling. This research is applied in terms of purpose, in terms of method, descriptive-survey and in terms of type, correlation. Cronbach's alpha coefficient and content validity are used to determine the reliability of the questionnaires. Structural equation modeling with LISREL software is used to analyze the data. The results show that the application of comprehensive quality management has a significant relationship with customer satisfaction and customer loyalty with regard to the mediating role of quality services of Ray Bank Agricultural Branches.