The present study evaluates customer satisfaction in the chain stores of Ofogh Kourosh (OK) in Tehran province. The data used in this study was collected by questionnaire from 750 customers. A model with perceived quality of services and products, perceived value and image as factors affecting customer satisfaction and loyalty as a result of customer satisfaction were defined. Also, the complaint behavior as a variable influenced by perceived image and affecting on its loyalty was determined. The results of the model estimation show that all  path coefficients except the coefficient of perceived service quality on customer satisfaction are significant at 1% level.

customer satisfaction, food suppliers, structural equations modelling, Iran.