In recent years the importance of creating value for customers, marketing has become one of the arguments as to create value for customers, customer satisfaction and revenue before the harvest of good service quality to consider that. The main objective of the study, which contains a model of service quality and service value and satisfaction of services on consumer behavior is and Show that service quality and value, and how consumer behavior affects performance and on current and future impact of purchase. Descriptive method of research is a survey of 4 Islamic Azad University of Tehran School of Management who are stratified random sampling method was systematic. The sample size was 384 in numbers due to the inaccuracy of 420 questionnaires were distributed and returned. Research findings show that customer satisfaction impact customer behavior much more tangible effect on the value of services perception of the quality of services directly to customers is the most effect on behavioral decisions. Maintaining good customer in the long run than continuing to attract new customers, to replace customers who have cut ties with the company, it is more beneficial.
کلید واژگان :Service Quality, Value, Customer Satisfaction, Consumer Buying Behavior, Structural Equation Modeling (SEM)
ارزش ریالی : 300000 ریال
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