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Evaluation of Trademarks Effect on Customers Loyalty Case Study: Software Industry

机译：商标对客户忠诚度影响的评估案例研究：软件行业

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摘要

Undoubtedly , in today’s markets , which are associated with increased competition , one way for company for more market share and achieve competitive advantage will be access to loyal customers. According to importance of this issue in business survival , especially in the field of software industry identifying factors that influence loyalty , the goal of this studies is investigating the important factors that influence the customer loyalty . in order to achieve this goal, based on the conceptual model of relationship satisfaction value, resistance to change, sense of trust, and build brand equity and customer loyalty theory and we gathering our data with distribute 140 questionnaires between companies in Tehran that cooperate with one manufacturer company’s management information system software that for testing the data, we use spearman correlation coefficients were tested by structural equation analysis. Results indicate that brand equity and trust are the most important factor influencing patterns of behavioral and attitudinal loyalty. While the factors influencing behavioral loyalty versus attitudinal loyalty research in the field view may be different. Key words: trademarks, customer loyalty, industrial marketing
机译：毫无疑问，在当今与竞争加剧相关的市场中，公司要获得更多的市场份额并获得竞争优势的一种方法是吸引忠实的客户。根据这个问题在企业生存中的重要性，尤其是在软件行业识别影响忠诚度的因素方面，本研究的目的是研究影响客户忠诚度的重要因素。为了实现这一目标，我们基于关系满意度，抵制变革，信任感以及建立品牌资产和客户忠诚度理论的概念模型，并通过在德黑兰与公司合作的140家公司之间分发了140份问卷调查来收集数据制造商公司的管理信息系统软件，用于测试数据，我们使用spearman相关系数通过结构方程分析进行了测试。结果表明，品牌资产和信任是影响行为和态度忠诚模式的最重要因素。尽管影响行为忠诚度与态度忠诚度的因素在现场研究中可能有所不同。关键词：商标，客户忠诚度，工业营销

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