The main objective of this study is to investigate the factors affecting customer satisfaction and loyalty of Iran Khodro Company, with special emphasis on the role of after-sales service quality. Considering the competitive environment of the automotive industry, understanding how service quality is transformed into customer loyalty through the mediator variable of satisfaction is the main necessity of this study. This study is applied in terms of purpose and descriptive-correlational survey in terms of nature and method. The statistical population of the study includes customers of Iran Khodro Company in Tehran. Considering the size of the community (more than 10,000 people), a sample of 370 people was selected using the convenience sampling method based on the Morgan table. The data collection tool was a standard questionnaire, the validity and reliability of which were confirmed. Structural equation modeling and SmartPLS and Warp pls software were used to analyze the data and test the hypotheses. The results of path analysis with SmartPLS software showed that after-sales service quality has a positive and significant effect on customer satisfaction and loyalty. The mediating role of satisfaction in the relationship between service quality and loyalty was also confirmed. The model fit indices indicated that the conceptual model of the study had a good fit. The research findings show that improving quality indicators in after-sales services (such as speed, responsiveness, and technical expertise) not only increases immediate customer satisfaction, but also, as a strategic factor, ensures long-term loyalty and willingness to repurchase from Iran Khodro Company.