Investigating the mediating role of customer loyalty and information technology capabilities in the relationship between organizational culture and organizational performance (Case study: Quds Razavi Bread Company)

The purpose of this study is to investigate the mediating role of customer loyalty in the relationship between organizational culture and organizational performance in Quds Razavi Bread Company. The present study in the classification of various research methods, in terms of applied purpose and in terms of data collection, is descriptive and survey type and the data were collected in the field. The statistical population of the research includes customers for the customer capacity department and all managers, Nan Ghods Razavi Company employees for other structures. The sampling method in the present study was random using Cochran's formula which includes 384 customers and 192 employees. In the present study, a researcher-made questionnaire was used to collect information. The content validity of the questionnaire was confirmed through a survey of experts. To determine validity and reliability, AVE indices, Cronbach's alpha coefficient and GOF were calculated using SMART-PLS software, all of which were acceptable in the range. Structural equation model was used to review and answer the research questions of the collected data. The results showed that customer loyalty and IT capabilities play a mediating role in the relationship between organizational culture and organizational performance.