The effect of employees’ customer orientation and service orientation on service quality, satisfaction and loyalty of Hyperstar customers

The purpose of this research is to determine the effect of employees’ customer orientation and service orientation on service quality, satisfaction and loyalty of Hyperstar customers. This research, regarding the purpose is applied and regarding the nature is descriptive-survey. The statistical population was the Hyperstar customers in Tehran city. The sample size by using Krejcie and Morgan table, 384 people considered. For data analysis, about demographic used the SPSS 21.0 software and about hypothesizes test used the Lisrel 8.5 software and Path analysis method. The results showed, that employees’ customer orientation positively affected on their service orientation, customer perceived service quality, customer satisfaction and customer loyalty. Employees’ service orientation positively effected on their customer perceived service quality and customer satisfaction. Perceived service quality positively effected on customer satisfaction and customer loyalty. Customer satisfaction positively effected on customer loyalty. Therefore, store managers hyperstar is suggested focus and attention to the role customer-oriented and service-oriented their employees.