The effect of aesthetic factors and service quality on perceived value of loyalty and customer satisfaction (Case study of Kermanshah pools)

The aim of this study was to investigate the effect of aesthetic factors and service quality on perceived value, loyalty and customer satisfaction of pools in Kermanshah province.The research method is descriptive-correlational in nature. The statistical population of the study consisted of customers of Kermanshah pools who were selected using simple random sampling method. After distributing the questionnaires, 274 questionnaires were returned. To collect data, Soleimani (2012) Aesthetic Questionnaire, Liu (2008) Quality of Service, Kim et al. (2009) Perceived Value (2009), Lim (2006), Victor (2002) Customer Satisfaction Questionnaire were used. They were validated by supervisors and academic experts, and their reliability was confirmed by Cronbach's alpha coefficient test. In order to analyze the data, the structural equation technique was used using Amos statistical software and Spss statistical software. Findings showed that aesthetics has a significant effect on perceived value and customer loyalty. Also, the direct effect of service quality on loyalty, service quality on perceived value, perceived value on customer satisfaction and customer satisfaction on loyalty was positive and significant.Due to the effectiveness of aesthetic dimensions in attracting people to the sports pool and the effective effect of service quality on customer retention, pool managers and planners can maintain and improve their loyalty by improving the quality of service and providing ancillary services to customers. So that the customers themselves act as advertisers of the pools and attract new customers subconsciously.