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|Å{Ö»½Z¿|Z]Ö»|{lÀaYfÌ]CEMd¼« ½ZËf» ¿ Y CEM z] Ä ½ZÌ» ¶¯  Ä] į Z]½ZËf»¿Y¶»ZÄÅÁ{Y|¿{ÂmÁÖuZ§cÁZ¨e ¥Y{ÂÖ»½ZËf»ÕY{Z§ÁËY§YhZ]Ád̼ÅY ºË{¯Õ|À]Ĭ^YCEMz]ÄÅÕZÅ̤f»´Ë{ ¶»Y¾ËeºÆ»ÕYĨÌÁz]{į{Y{½Z¿lËZf¿ ,¶fÅ ¶v» ,ÕY|Æ´¿ ,d \Ìee Ä] ½ZËf» ¿ Y Ö˳|»ZÂy,cZ»|yd̨̯,Y~£d̨̯,{Z¼fYd̸]Z« d̨̯ dˬe Á {Â^Æ] Z] ½YÂeÖ» a|Z]Ö» ÖfuY Á Ä] d»|y ¾¼ ÕZÅ»M ÄWYYÖ˳|»ZÂy,cZ»|y ¶fÅ{¸m{\ZÀ»½ZÀ¯Z¯tÌv[ZzfeYÁ½ZÀ¯Z¯ ½Zf»Z«Y ¹Z¼eY Ze ¶fÅ Ä] {ÁÁ µÁY Y ½Y§Z» Ä«|] Á Y ¶fÅ ¶yY{{ ½Y§Z» ÖfuY ËY§Y ÕY] Ôe Á ½ZËf» ÕY{Z§Á ½YÌ» cZ¿Z°»Y Á ËY {Â^Æ] ªË ÁÕY|Æ´¿,d¾f§³Y«´Ë{¥Y{]ÓZ]Y Ä]½Y§Z»Ä¯dY¾ËYÃ|ÀÅ{½Z¿µÁY{¶fŶv» cZ»|y ÄWYY ,Æ Ä] ½|Ì Y | ] Ë ½| ½Z°Y ¶fÅÌv»½{Â]ÖfY|Æ],¾°¼»½Z»¾Ëf¼¯{¶fÅ ÃÀ»ÂyÁz]»YM¶v»{¶fžf§³Y«Á ÁªÌ«{Ö¿ZÔYªËY½YÂeÖ»a|ÀÀ¯Ö»|̯Ze cZ»|yÄWYY{Â^Æ]Á˽Z°YÄ]d^¿ËY{Â^Æ] ¾ÌÀr¼Å{Y{̧eYcZ»|yÄWYYd¶fŶyY{{ D I S f o e v i h A c r www.SID.ir ²ÀŧÁº¸ÃZ´¿Y{,dËË|»ÕÃ|°¿Y{,Õ´{³dËË|»ÃÁ³,ÖzeÖ¼¸Ä»ZÀ¸§ - Berry, L .L. and Carbone, L .P .(2007),” Build Loyalty through Experience Management ,” Quality Progress,40(9),26. - Baker, D.A. and Crompton, J .L.(2003), “ Quality, 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