Export Diversification of Plastic Products Using New Structuralists Approach

The purpose of this study is to identify the factors that lead to the customer loyalty of Rubber Shareholder Customers. This study is an applied type of research due to the purpose, with a descriptive survey approach due to data. Statistical population of this research contains Iranian Capital Market investors and activists in the fall 1995. Sampling was done randomly by distributing a questionnaire consisting of 18 questions among 385 investors. For data analysis, multivariate regression analysis and Pearson correlation coefficient have been used. The results indicate that there is a positive and significant relationship between customer satisfaction, brand image and switching costs with customer loyalty. In addition, among the mentioned factors, customer satisfaction has the most impact in terms of customer loyalty. The results are corresponded with the findings of previous studies, in relation to customer loyalty of service industries. The managers of the stock brokerage companies can use these results in order to improve customer relations and increase their loyalty.