摘要：In today's competitive business environment, consumers are exposed to make their choice from different alternatives. Customer loyalty has never been an easy task and many business owners may lose their customer as soon as new products appear on the market. This paper presents a study to find important factors influencing on sales force using factor analysis. The proposed study designed a questionnaire and distributed among 180 customers of a well-known food chain named Shahrvand in different regions in city of Tehran, Iran and managed to collect 156 filled ones. The questionnaire consists of 68 questions Cronbach alpha was calculated as 0.847, which is well above the minimum acceptable limit and validates the results. The results of our survey indicate that five major factors including multi-sensory brand experience, brand engagement, pleasing brand, brand communications and brand effectiveness influence brand loyalty, significantly.
