M.A. Thesis:

Relationship between perceived value with customer satisfaction and customer loyalty

The purpose of this study was to investigate the relationship between perceived value with customer satisfaction and loyalty. This research is an applied research component in terms of purpose and a descriptive-survey method. The statistical population of this study consisted of all telecommunication customers with unlimited number. In the statistical sample of the present study, according to Cochran formula for unlimited communities, it was estimated that 384 people were distributed randomly among the sample. Library and field methods have been used for data collection. Data were collected using a standard questionnaire. Validity of the variables was calculated 0.79 using Cronbach's alpha coefficient. Content validity of the questionnaire was approved by expert teachers. Factor analysis was performed using SPSS software version 19 and structural modeling method with LISREL software version 8.8 was used for statistical analysis. The results showed that there is a positive and significant relationship between perceived value components on customer satisfaction and customer loyalty as well as perceived value mediates the relationship between customer satisfaction and customer loyalty.

Keywords: Customer Satisfaction, Customer Loyalty, Perceived Value