Designing and Explaining Customer Loyalty Model in a Multicultural Environment

One of the goals of marketing is to turn consumers into loyal customers. So, the interaction between customers and sellers is of particular importance. The purpose of this paper is to identify the factors contributing to the market culture, salesperson culture, salesperson behavior and environment as well as the impact of these factors on customer loyalty in Tehran’s coffee shops. We conducted a sample survey in which twenty five coffee shops participated. A questionnaire distributed among four hundreds customers of these coffee shops. Findings show that competition as an environmental factor, socialization, customer-orientation, hospitality as dimensions of market culture, respect and responsiveness as salesperson culture as well as customer care and effective listening affect customer loyalty. Furthermore, we found a causal relationships between multi-cultural environment and market and salesperson culture; market culture and salesperson culture and behavior and finally salesperson behavior on customer loyalty.