Windows Factory Reset Problem,Endless Loop of Setup and Booting Issue

My issue on my friend's Windows 7 Home Premium, is that he at one point probably somehow made safemode booting as default (I think it's prob virus and other stuff honestly). Well to solve this issue we tried factory reseting the laptop (The laptop is Dell Insprion 14) to when it first came out, hoping to rid of the excess files, virus, and to end the safemode issue (oh yea, when we boot the computer up it starts to make a window of black and white letters saying "Loading Window files" which it's loading system, x32, drivers, then it ends the window and then says it's loading the 4 processors (multiprocessor kernel), then says smh like booting safemode- minimal services. But when we restored the computer to when it first came out it worked, then restarted the computer, but when it restarted it still booted in safemode the exact same way like before also. After doing that it leads to smh like, "seting up for first use" and pops up a little window with tons of files being loaded or deleted (not sure) afterwards, it says setup will continue after restart, which it does and when it restarts it repeats the safemode and setup thing again, so to solve it I tried to do startup repair, which failed, and then saw that I can use command prompt, but now I have no idea what to do, plz help...

SUMMARY: Endless loop of windows 7 setup with window and restarting, as well as booting in safemode, startup repair don't work. Another option might be command prompt, but not sure what to do next...

Thanks for answering but I'm not able to boot up to the windows desktop, cuz I reseted it to factory settings and it's stuck on setup for first use as well as booting in safemode, can u plz tell me how to normal boot using command prompt?