Overview of the effect of organization's ethical values and perceived customer value on loyalty to organization (case study: users of services at Mahan Higher Education Institute)

Ethical reputation has been regarded as one of the contributing factors in development of relationships with customer, and due to its tangible aspect, it has had the role of support from the organization and causing positive feeling and comfort at purchase or use of services, whereby this will result in satisfaction and loyalty and repetition in purchase from the same firm. The present research aims to examine the role of organization's ethical values in strengthening the positive perceived customer value and loyalty to organization among users of services at Mahan Higher Education Institute in Tehran. The structural equation modeling has been used to give a response to the research question and test the associated hypotheses. A questionnaire was distributed among 400 users of services at Mahan Higher Education Institute throughout Tehran. The results of study indicated that a positive significant relationship exists between perceived customer value and satisfaction with the organization, a positive significant relationship exists between satisfaction with the organization and loyalty to organization, and a positive significant relationship exists between ethical reputation and satisfaction with the organization, so that ethical reputation regulates the relationship between perceived customer value and satisfaction with the organization.

Keywords:

Ethical reputation , perceived customer value , customer satisfaction , loyalty