نوع مقاله : مقاله پژوهشی

نویسندگان

• سید محمد موسوی جد ¹
• خبات نسائی ¹
• سید محمد رضا موحد ²

¹ Assistant Professor, Department of Business Administration, Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran

² دانشجوی دکتری، گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

چکیده

The aim of this study is to investigate the effect of service quality on customer loyalty by considering the mediating role of perceived value. The present study is applied in terms of its purpose and descriptive-survey in terms of its nature. The statistical population of the research is the customers of Mellat Bank. To determine the sample size based on unlimited populations, 384 people were selected using the convenience sampling method. The data collection tool was a standard questionnaire. To examine the validity and reliability of the research, content validity, convergent validity, divergent validity, and reliability tests were used and confirmed. In this study, the partial least squares method was used to analyze the hypotheses using SmartPLS3 software. Finally, the results showed that all research hypotheses were confirmed and the service quality variable has a positive and significant effect on customer loyalty, both directly and through the mediation of perceived value.