The study of the effects of customer loyalty strategies on sale improvement of Company (Case study: Kayla’s Company)

Present study, with the title of examining the influence of strategies of creating loyal customers on increasing sales of Kayla company products, is examining key role of strategies of creating loyalty in customers on value of system productivity, value of system satisfaction and decreasing complaints in Kaila firm. In this study, with respect to research model, one main hypothesis and nine alternative hypotheses are designed. This study from the point of view of purpose is applicable and from the aspect of performance type is survey with correlation approach. Statistical sample of present study includes 384 people from costumers of Kaila firm. Information was collected through a questionnaire made by researcher with 40 questions that its fluent was accepted by opinion of professors, counselor and management specialists and its reliability was estimated through Cronbach's alpha coefficient that was equivalent with 94%. This questionnaire includes identification characteristics, main and specialized questions specific for examining research hypotheses. 428 questionnaires were distributed and 384 questionnaires were returned (with return rate of 89%). Collected information was analyzed by Spss and Lisrel softwares through statistical tests in 2 levels of descriptive (frequency, percentage, mean, standard deviation, variance, skewness and kurtosis) and inference (Kolmogorov–Smirnov, test of Pearson ?s coefficient of correlation and technic of structural modeling). Fit of models, with respect to output of structural equations DF and GFI, was suitable. Also in the discussion of total quality, process quality with factor loading of 0.86 is in first preference and in the discussion of customer loyalty, value of system productivity and value of system satisfaction with factor loading of 0.73 are in first preference which these results show the strength of kaila firm in creating loyal customers .Based on the results, all research hypotheses have been accepted. Therefore, strategies of creating loyal customers have significant influence on increasing sales of Kaila company products.