Investigation of the Effect of Loyaltyon Customer Repurchase of Dairy Products

The main objective of this research is to investigate the effect of loyalty on the repurchase of the customers of the dairy products. In order to gather the information in the field of investigation, two methods of library studies and field studies using the index cards and questionnaires tools for measuring the research variables was used. The research population was the customers of the products of the Kaleh dairy company, which used to purchase from Refah chain supermarkets of Tehran city. The random cluster sampling method for determining the respondents to the questionnaires was used. A total of 450 Questionnaires was distributed that 386 responses of them were usable for data analysis. Data were analyzed using the structural equation modeling (SEM) techniques.The research findings indicate that the customer trust, involvement, commitment and word of mouth does not have any direct effect on their repurchase. But the customer satisfaction has direct effect on repurchase. Also the customer involvement has direct effect on their satisfaction. On the other hand, the customer satisfaction has direct effect on their trust, commitment and word of mouth which among them the customer's satisfaction has the most effect on the word of mouth of the dairy products.