Predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility

The present study was conducted with the aim of predicting consumer loyalty through the role of flow experience, perceived value and corporate social responsibility. The research method is descriptive-survey and causal-correlation type. Measurement tool, Guerra-Tamez & Franco-García (2022) questionnaires, including flow experience; Attention; Focus; the concept of time; Guerra-Tamez et al (2021) perceived value; Loyalty and Islam et al (2021) is the social responsibility of the company, and the statistical population of the present study is the consumers of Istec brand drinks in Kermanshah. Due to the fact that the number of statistical population in this research is large and uncertain, Cochran's formula for unlimited populations was used to determine the sample size, and the number of sample members was selected considering the estimated amount of 384 people as available sampling. To check the normal distribution of the data used, Kolmogorov-Smirnov test was used and to analyze the findings and test the research hypotheses, structural equation model was used through AMOS software. The results showed that attention, concentration and the concept of time have a significant effect on the flow experience. Other results showed that flow experience, perceived value and corporate social responsibility have a significant effect on consumer loyalty at the p<0.05 level. In this regard, it can be said that this company personalizes its customer experience by using the available information and creates it according to the individual needs of the customers. In this way, customers will feel that the necessary attention is given to them.