Investigating the Effect of Service Quality on Customer Loyalty and Brand Equity in Kaleh Mazandaran Company

Today, using the quality of services is very important in attracting market and creating a favorable feeling in costumers. This has led to the purpose of this study to investigate the effect of service quality on customer loyalty and brand equity in Kaleh Mazandaran Company. The present study is practical in terms of type and in terms of method is in the category of correlation-survey research. Research data were collected using a questionnaire distribution. To measure the Service quality variable, Servqual and Servperf model has been used, which has 23 items. Customer loyalty is measured by Liu (2008) model which has 8 items. Finally, the Brand equity variable has been investigated using the Aaker (1991) model, which has 32 items. The statistical sample of the research is 214 customers of Kaleh products who were selected by simple random sampling. SPSS software was used to analyze the data. The results show that service quality has a positive and significant effect on customer loyalty and brand equity. In dimentions of service quality, reliability has the greatest impact on dependent variables and is very important for customers.