Developing the model of customer value and loyalty

Publish Year: 1399
نوع سند: مقاله کنفرانسی
زبان: English
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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.

Keywords:

Innovation , customer responsiveness , customer value , loyalty , product and service quality.

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