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Analyzing the Relationship between Customer Satisfaction and Loyalty in the Software Industry - With a Case Study in Isfahan System Group

The purpose of this article is to analyze the relationship between customer satisfaction and loyalty in the software industry. The traditional view about the relationship between customer satisfaction and loyalty indicates a direct relationship; that is to say by increasing customer satisfaction, their loyalty increases too. In this survey, this traditional view has been assessed. By studying related researches, the dimensions of software quality have been recognized. 108 financial managers of organizations, who used financial software of Isfahan System Group, have been considered for sampling. Then their satisfaction and loyalty ratios have been assessed by questionnaire; and finally by using Pearson correlation coefficient, the relationship between customer satisfaction and loyalty has been analyzed. T test and ANOVA have been used to analyze the data. The results of this survey show that there is no significant relationship between satisfaction and loyalty, which is incompatible with the traditional view. In addition, by investigating the relationship between customer satisfaction and loyalty, as separate dimensions of loyalty, the results indicate that the relationship between satisfaction with motivational, emotional, and trust dimensions are direct, and it has no relationship with other dimensions such as behavioral, attitudinal, cognitional, and commitment. The obtained results are different regarding the size of organizations.