The Effect of Customer Value and Satisfaction on Customer Loyalty in Business-To-Business Service Context (Case Study: Pars Online Company)

Marketing in connection with the transaction process between buyers and sellers and effort that will match supply with demand. The theme of this exchange can be goods, services, technology, business systems, people, information, concepts or ideas. The nature of industrial marketing is to create value for customers with goods and services that defines objectives and organizational needs. Today customer loyalty is among the factors that is emphasized considerably in relationship marketing especially in marketing industry. Consequences of promoting customer loyalty in service companies increase revenues, reduce customer acquisition costs and lead to greater profitability. We developed a conceptual framework linking all of these constructs in a Business-to-Business (B2B) service context. On the basis of the model, we hypothesize that customer value and customer satisfaction have positive effect on customer loyalty. Customer satisfaction also mediates the relationship between customer value and customer loyalty. Moreover, customer satisfaction and loyalty have significant mutual effects on each other. Present research method is empirical based on the target, and based on the method of data collection and relationship between variables, is a descriptive-casual research; and specifically, it is based on structural equation modeling. Statistical society of this study consists of 800 Companies, Organizations and Contracted Commercial Units and Users of Pars Online services (such as internet, international telephone, data centers, etc.) in Ahvaz. For sampling, we used Simple Random Sampling method. Besides, according to Krejcie and Morgan table and the size of statistical society a total of 250 valid questionnaires were analyzed finally. In order to measure the research variables was used four standard questionnaires of customer value, customer satisfaction, customer loyalty (Recommend) and customer loyalty (Patronage). Data analysis in two levels of descriptive and inferential statistics used by statistical software of SPSS and LISREL was done. The results of structural equation modeling confirmed the direct relationship and the mediating role of customer satisfaction

Keywords:

Customer Value , Satisfaction , Loyalty(Recommend) , Loyalty(Patronage) , Business-to-Business Service Context , Pars Online Company