Abstarct: This study aims to investigating the roles of the elements to price, service quality and physical evidence on customers loyality, those who go to the private pools of, Shiraz city.The present study is a practical and descxriptive- correlational research which was conducteer in the from of a field study. The statistical population of the research were those customers who go to the private pools of Shiraz city, which due to the reported population and the basis of morgan sampling formula, 330 people were selected randomly then they answered 3 questionnairs of price sevice quality and physical evidence . The data analysis was done using correlation and regression. The finding of the study showed that there is a positive and significant relationship(/18) between the elements of quality and customers loyality. The element of price and physical evhdence were also correlated, which were(/17&./59) respectively. The results of regression indicated that service quality was a stronger indicator of customer’s loyality than the other two variables. The results showed that the elements of price, service quality and physical evidence play an important role in customer’s loyality.