Analysis of the impact of service quality on customer satisfaction and loyalty (case study: MCI's Customers)

The purpose of this paper is study the quality of technical and functional with emphasizing the role of customer satisfaction on the Mobile Company of Iran customer loyalty. Based on the model, research service quality Consists of two dimensions are functional quality and technical quality. Adopted from Parasuraman et al., (1985; 2005) which consist of five factors; Reliability, responsiveness, trust, empathy and tangible elements. The dimension of technical quality is related to how services are provided or circumstance. Based on the research model standard questionnaire is designed which containing 37 questions and then evaluating validity and reliability were applied by 260 mobile subscribers. To gather information is used from a random sample. For the test data and model research is used of Pearson correlation test and structural equation, path analysis and SPSS software and LISREL. The findings show there is a significant and direct relationship in service quality (technical quality and functional quality) with customer satisfaction and loyalty.