Examining Effective Factors Influencing Customer loyalty to Brand

Mobile phone systems are the most important factors in development of electronic communication of modern societies. By increasing the competition in trade and fast technological changes and also Increase the power and choice right of customers, the companies will be success that able to understand the costumerʹs expectations resistivity and meet their expectations and needs in favor. This research is study the brand loyalty of MTN and MCI customers in Kermanshah city. The population statistics of research is including 75000 users of MCI and 100,000 users of MTN in Kermanshah City. This research method is descriptive - survey. The collection Information Instrument is a scholar made questionnaire with validity coefficient of 98% in MCI and 93% in MTN. Questionnaire Consists of 35 questions which are about 7 variable of faithful, satisfaction perceived quality, Commitment, Trust, Brand Value and Mouth To Mouth advertising That is tested in order to check the customers brand loyalty. The path analysis method is used to find the direct and indirect and the total effect of variables on customer loyalty. The AMOS software is used to analysis the statistics data. Results show that the satisfactions in MCI and mouth to mouth advertising in MTN have the greatest impact on customer loyalty.