The Impacts of Perceived service quality on satisfaction and customer loyalty: The Mediating Effect of customer value

In this research, the relationship between Perceived service quality, customer value, satisfaction and customer loyalty is investigated. The aim of the research is to examine the effect of Perceived service quality on satisfaction and loyalty among customers of saderat bank in iran. The research method is a descriptive survey. The statistical population consists of Customers the of saderat bank isfahan in iran. The sample included 250 customers, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and PLS. The validity of the instrument was achieved through content validity and the reliability through Cronbach Alpha and composite reliability. It was concluded that the Perceived service quality variable has an efficient role in customer value And indirectly hasa positive impact in satisfaction and customer loyalty.Interestingly, customer value does not directly influence in the customer loyalty. In an service companies can increase customer loyalty and satisfaction directly by improving the Perceived service quality and customer value.

Perceived service quality, customer value, satisfaction, loyalty