The furniture industry covers a wide range of economic activities, and attracting and maintaining loyal customers is considered the Achilles heel of this industry's prosperity. Therefore, this study was conducted with the purpose of identifying and analyzing the factors affecting customer loyalty in the home furniture industry in Rasht city. In terms of purpose, the current study is applied and descriptive-correlation type of studies, which was conducted in the field. The respondents included two groups of customers and sellers of the home furniture industry, which were sampled by random multi-stage method with proportional assignment from different parts of Rasht city. To determine the sample number of sellers (n =72) from the table of Bartlett et al. (2001) and for the sample of final customers (n =290), Cochran's formula was used (in conditions with an uncertain statistical population). Hierarchical linear modeling (HLM), K-Means clustering, diagnostic analysis and R software were used to analyze the research model. According to the results, product quality and variety were the most important indicators of customer satisfaction from home furniture industry stores. The number of times of verbal advertising, especially among loyal customers, was more important than the number of visits by the customer to the store. Also, the perceived image was very influential on customer satisfaction and loyalty. By improving the customers' perceived image of the store, their satisfaction increases with a factor of 0.875. Also, the level of satisfaction (mediating variable) was more effective than other components on customer loyalty. Providing quality measurement tools to customers, paying attention to dynamism and variety, providing incentives or special discounts, training courses and incentive benefits for personnel and developing the customer pyramid method in the store will increase the level of customer loyalty.

The objective of the present research is to present a model of social manufacturing in the furniture industry. This study has been conducted in two phases; in the first qualitative phase, the grounded theory approach was employed to identify influential factors in social manufacturing, and in the second quantitative phase, the structural equation modeling (SEM) approach was utilized to assess conceptual model. Thus, this research is fundamental in purpose and descriptive-exploratory in method. The data collection tool in the qualitative part comprised interviews, with senior managers in the furniture industry constituting the statistical population. Purposeful sampling was employed for participant selection in this qualitative phase. In the quantitative section, a questionnaire served as the data collection instrument, with stratified random sampling as the chosen method. Based on the results of open and axial coding in the qualitative phase, axial codes such as decentralized structure, participatory space, social networks, network-based training, information and communication technologies, and research and development capacities were recognized as necessary infrastructures for social manufacturing. In the following, environmental monitoring, product commercialization, development of collaborative capacities. , intellectual property of ideas, evaluation of idea to product and development of networking are classified as social manufacturing strategies. The results of quantitative section indicated that the most significant strategy for implementing social manufacturing in the furniture industry is the development of networking. Additionally, based on the findings, the most crucial infrastructures for implementing the concept of social manufacturing in the furniture industry is the reinforcement of information and communication technologies.