Developing the model of customer value and loyalty
Publish Year: 1399
نوع سند: مقاله کنفرانسی
زبان: English
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شناسه ملی سند علمی:
CIROB01_284
تاریخ نمایه سازی: 12 مرداد 1400
Abstract:
The competitiveness and customer-based processes are approaches through which companies survive in the market. In addition, according the literature, factors such as ‘innovation’ and ‘responding to customer’ affect the customer's value and his loyalty to the organizational goal better than ever. Therefore, the present study attempts to examine the influence of these two new variables to extend the conceptual model of customer’s perceived value and customer loyalty developed by Cretu and Brodie (۲۰۰۷). Further, this study aims at demonstrating the mutual relationships of these two variables and their influences on the other variables in Cretu and Brodie (۲۰۰۷) model. Employing a questionnaire, the cluster random sampling was selected to gather data from ۷۵۵ audio-visual customers of four different companies including Sony, Panasonic, Pars and Shahab. The findings indicated that the innovation variable had positive effect on the perceived quality, customer's value, and the customers respond. Moreover, the perceived quality positively influenced the customer's response, and customers respond corresponded positively to the customer's value. Furthermore, the study also confirmed that the relationships studied in Cretu and Brodie corresponds to the final model. It can be concluded that the companies and organizations must highly invest in various products to completely satisfy the customers' needs. In addition, special attention should be paid to customer's relationship and responsiveness by providing them with high quality products and services, new and varied goods.
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Authors
Ebrahim Zarepour Nasirabadi
Assistant Professor in Business Management, Shahed University, Tehran, Iran
Hamid Khodadad Hosseini
Professor in Business, Faculty of Management & Economics,Tarbiat Modarres University, Tehran, Iran.
Hamide Reshadatju
Associate Professor of Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Amir Mohammad Golabi
Assistant Professor in Business Management, Tarbiat Modarres University, Tehran, Iran