The Investigation of Effect of Customer Orientation and Staff Service-Oriented on Quality of Service, Customer Satisfaction and Loyalty in Hyperstar Stores

Customers during judge the quality of a service often consider on the behavior of employees. Therefore customer orientation of employees is an important factor for the success of an organization. It is also mentioned in the marketing theories, organizations that focused its activities on customer needs (customer-oriented behavior) have better performance than other organizations. In aim of study is investigated the impact of customer needs and staff service-oriented on quality of service, customer satisfaction and loyalty in Hyperstar stores. This study from the goal is applied and from the nature is descriptive- survey. To test the hypotheses, analysis track performed by LISREL software. The results showed that customer-oriented of staff and their service-oriented had positive correlation with and perceived service quality of customer. Perceived service quality had positive correlation with customer satisfaction.