M.A. Thesis:

Khorasan Razavi Sabzevar Science and Research Branch Islami Azad University

This study investigates the relationship between customer satisfaction (independent variable) and customers’ loyalty (dependent variable) with regard to the role of mediation brand of Samen Financial and Credit Institution has done in this institution. The statistical population of this research is all clients of the financial and credit institute of Samen institute who were members of this institute in 1395 in North Khorasan province. Since the number of statistical society is extremely large, according to Morgan table and random method 225 people willing to cooperate and complete the questionnaire were selected. In this research, in order to explain the theoretical foundations and literature of the research, in the second chapter, a descriptive method was used using taking notes and relying on first-hand library resources. Since the present study investigates the relationship between multi-variables, the method Correlation research has been used. The tool used to collect customer satisfaction and customer loyalty is a researcher-made questionnaire that has been prepared in consultation with experts and supervisor. In order to determine the role of mediation of Samen's financial and credit brand, the Hey and Lay Questionnaire (2015) has been used. The validity and reliability of the questionnaires has been confirmed by professors and experts. The results were studied at two levels of descriptive statistics (drawing tables and diagram) and inferential (Structural Equation Method) using SPSS and Lisrel software. Findings and results of this study showed that there is a significant relationship between satisfaction and loyalty of the readers according to the brand role of Samen Financial and Credit Institution; this means that the more satisfaction, the more loyalty will be obtained.

Keywords: Key words: Customer loyalty, Customer satisfaction, Brand of Samen Financial and Credit Institution