What has been studied in this research is the role of various factors on improving customer loyalty in the ATA Air Service Company. This research has been conducted in Iran and in Tehran. The issues that have been studied are the opinions of the brand, the brand's evidence, and the relationship between these two and their effect on customer satisfaction as well as brand attitude and loyalty. This research is a survey based on the structural equation method with using AMOS software and the SBL model has been used as the base model. The statistical population of the research has randomly been selected among all customers and users of the ATA Air Services Company. Ultimately, their number was 384 and the required information was collected through a questionnaire. By investigating the components in this study, we conclude that brand evidence that includes brand name (brand awareness), the employees` manner, feelings, prices, and brand appearance has an impact on customer loyalty, as well as customer satisfaction. Furthermore, customers `satisfaction strongly has direct relationship with customers`loyalty.in other words, perceived quality of services influences customer satisfaction, which can be promoted to loyalty. The results indicate the emphasis on improving customer loyalty, periodic assessment of customer attitudes towards the brand and the strategy for improving the weaknesses from the perspective and attitudes of customers, as well as improving the quality and quantity of distribution channels and facilitating the provision of services.
