The aim of the present research is to investigate the effect of customer expected value on customer loyalty in the companies which provide Iran’s computer equipment (Maadiran, Samservice, and Iranrahjoo). The present research is an applied research regarding its aim and it utilizes survey regarding the method. The population of this research is all the customers of Iranrahjoo, Samservice and Maadiran companies. They have chosen to purchase the computer equipment provided by Iranrahjoo, Samservice and Maadiran companies. The number of samples is 390 in this research which were selected through random selection among the customers of the intended companies in Tehran. The relationship between customer expected value on customer loyalty which includes (the brand image, the company’s image, the trust of the employees and the trust of the company, the quality of service, cost, costumer value, and customer loyalty) was studied in this research. A standard questionnaire which includes 34 items was used in order to collect data. The reliability of the questionnaire which is divided into 8 sections was approved through Cronbach’s alpha coefficient. The results indicate that the primary alpha is within an acceptable range and as a result there is an acceptable and high internal consistency. Therefore it could be concluded that all the variables of the research are sufficiently reliable. The analyses carried out through using the summarized information of the customers of the companies which provide computer equipment indicate that there is no significant relationship between all the aspects of the brand and the customer’s viewpoint but customer value significantly affects loyalty.