The purpose of this paper is to investigate crucial factors that lead to customer loyalty in the laptop sector, namely service quality and customer satisfaction. Furthermore, the mediation effect of customer satisfaction on the service quality and customer loyalty relationship is also to be examined. Various studies have used these tools to examine the relationships between satisfaction and other factors. Enhancing access efficiency through digital multimedia. Multimedia presentations (video, images, sound, text) can create stronger memory links than text alone. In addition, digital technologies allow instant playbacks, which provide the learner with quick and easy access to different sections of instructional materials than when they are using a textbook. The main research target sample consisted of residential non-business laptop users in Iran. Reliability tests and statistical analyses were performed to both confirm scale validity and reliability and answer the research questions. Customer service, pricing structure and billing system are the service quality dimensions that have the more significant positive influence on customer satisfaction, which in turn has a significant positive impact on customer loyalty. The mediation role of customer satisfaction on the service quality and customer loyalty relationship has also been confirmed. It is of great importance for laptop companies in a mature market such as that of Iran, to understand what the drivers of customer loyalty are. The present study produced useful findings, which can be utilized by laptop provider managers, in their effort to develop and implement successful customer loyalty strategies.
