The Influence of Perceived Value on Customer Relationship Management in Fashion Industry in Iran

The purpose of this study was to investigate the effect of perceived value dimensions and customer relationship management among customers in the fashion industry in Iran. This research is an applied research according to the research subject and in terms of descriptive-correlation research method and specifically based on Structural Equation Model. The statistical population of the study included all purchasers of fashion retailers in Iran, whose number is more than 100000 people. According to Cochran's formula, 310 people were selected as a sample of the research from among the customers by simple random method. The data collection tool was a questionnaire. For all variables, the Cronbach's alpha reliability index questionnaire has coefficients above 0.86 and indicates that the measuring instrument is stable. The research findings showed that perceived value dimensions (“core product value, service value”) have a positive and significant effect on the customer relationship management in the fashion industry in Iran.

Keywords:

Perceived Value , Customer Relationship Management , Fashion Industry