Document Type: Original Article
The present study aimed to rank the factors influencing customer loyalty to Manizan Corp. in Ilam County, Iran. The statistical population was composed of all customers of Manizan Corp. in Ilam County, out of which 384 people – as estimated by the infinite population formula – were sampled by the simple randomization technique. The data collection instrument was a questionnaire whose content and face validity was confirmed by a panel of experts and its reliability was estimated by Cronbach’s alpha to be 0.84. Based on the results, 87.4% of the variance of the dependent variable is accounted for by the variables of tangibility, credit, responsiveness, assurance, and empathy, which have significant and positive effects on loyalty. Also, the coefficients of variations are significant for the variables of tangibility (0.562), credit (0.439), responsiveness (0.215), assurance (0.180), and empathy (0.165) at the error level of <0.01 and the confidence interval of 0.99. The standardized coefficients of variations show that the variable of tangibility has more contribution than other variables in determining the dependent variable, i.e. loyalty.