عنوان مقاله [English]
Intense competition in today’s business makes many markets saturated. In such conditions, the companies will succeed that can have long-term relationship with their customers, offer excellent after-sales services and make them satisfied and loyal which will guarantee their long-term profitability. In this research, the goal was to develop a Macro-model of factors affecting customer satisfaction and loyalty based on factors widely used in the literature. For conducting this research, more than 100 abstracts and conceptual models of different articles and books have been reviewed and studied. Results of such library study showed that 9 factors are most frequent. The most effective factors by researchers are “Brand Equity”, “Product Quality”, “Service Quality”, “Service Recovery”, “Perceived Value”, “Customer Relationship”, “Employee Satisfaction”, “Physical Environment” and “Distribution Channel” that have effect on customer satisfaction. For each factor, an operational definition was found from the literature. Many partial models from the literature were reviewed, and then used at part of the complete macro-model. Thus, the Macro-model of this research was designed based on these factors. Findings and results of this research can be helpful for two different groups: First managers and business owners who can design and plan their marketing strategies according to most influential factors on their customers’ satisfaction. In other words, the companies should pay attention to such priority factors, which can influence customer satisfaction, and thus company profitability. Second, Designing a Macro-model of factors affecting customer satisfaction can be a good guide for business and marketing researchers to conduct their research. The micro-model can be used and customized for other industries. This model is first further developed using a sample of current customers at Iran Khodro, Customer Relationship Management. It was then implemented and verified at this application. Lastly, a wider study was conducted to verify the validity of the model for companies similar to Iran Khodro.