A Study on the Effect of Anticipation and Perceived Quality on Loyalty of Customers of Azarpadid Company in Semnan with the Role of Perceived Value

The current study sought to investigate the impact of anticipation and perceived quality on loyalty of customers of Azarpadid Company in Semnan considering the role of perceived value. This study was applied in terms of purpose, and in terms of nature and methodology it was descriptive-survey. The statistical population included 95 people. Using Morgan’s table, 76 individuals were selected through simple random sampling to form the sample. To collect the data, questionnaires were utilized. In order to analyze the data, SPSS and Lisrel software programs were used. The findings showed that customers’ anticipation has a positive effect on their perceived quality and satisfaction. In addition, perceived quality affects perceived value and customer satisfaction. Similarly, perceived value affects customer satisfaction positively. However, the impact of customer anticipation on perceived value and the effect of customer complaints on their loyalty were not substantiated.