Perceived Value and Corporate Image on Customers Loyalty Considering Mediator Role of Customer Satisfaction and Moderator Role of Switching Costs

Regarding the present competitive environment, one of the main necessities to survive in any industry is to preserve and promote customer loyalty.Today, customer loyalty is a key factor to success of any business.Also, customer loyalty creates long-term benefits for enterprises.With advances in technology and competitive market conditions in various manufacturing and service sectors, as the main asset of any company is a loyal customer.This study aimed to determine the antecedents of customer loyalty. In this regard this study presents a model to assess the factors affecting customer loyalty.Findings reveals that service quality, corporate image and perceived value have an impact on customer loyalty and in addition Customer satisfaction has a mediator role in the relationship between service quality and customer loyalty. Furthermore,it can be noted that switching costs has the moderating role on the relationship between service quality, perceived value, corporate image and customer loyalty