Abstract
The purpose of this article is to investigate the effect of customer’s expectations and the perceived quality on customer’s loyalty with the mediating role of the perceived value and customer’s satisfaction. The statistic population of the article includes the customers of the agencies of Iran Khodro Company in Gilan province, the city of Rasht and due to the infinity of statistic population, the sample volume has been considered from the amount of 384, based on the Morgan table. After the collection of questionnaires, data has been analyzed by means of LISREL Software. The analysis of findings indicates that customer’s expectations of the products of Iran Khodro Company affected the perceived quality of the product as well as customer’s satisfaction positively and meaningfully. The research results have also indicated that the perceived quality of the products of Iran Khodro Company also has affected the perceived value of the product and the customer’s satisfaction, which has been representative of customer’s loyalty. In the area of customer’s perceptions of the quality of hardware, managers must pay more attention to beauty and charm of the surroundings and try to provide enough explanation and necessary response to customer’s questions about the selected automobiles. It is suggested to managers that by means of improving one of the dimensions of quality, they also improve customer’s perceptions and requests in other dimensions. Planning is necessary and required in order to improve the local space of agencies, improving the quality, and decreasing components prices. Planning for decreasing final price and supplying components with lower prices will be important.
Highlights
In today’s competing world, customers are in the main center of attention of the companies and their loyalty is the main factor of acquiring the competitive benefit of the organizations
Because of the fact that the scale of Iran’s automobile market, in comparison to other countries has been smaller, but there are many brands of automobiles, and automobile companies are often competing over prices in order to attract customers and maintain their old customers
There are companies with superior performance in various industries, which are moving toward maintaining customers and attracting their loyalty, since most of the markets are in their maturity phase, competition is increasing and the expenses of attracting new customers have been strongly increasing
Summary
In today’s competing world, customers are in the main center of attention of the companies and their loyalty is the main factor of acquiring the competitive benefit of the organizations. Because of the fact that the scale of Iran’s automobile market, in comparison to other countries has been smaller, but there are many brands of automobiles, and automobile companies are often competing over prices in order to attract customers and maintain their old customers. Competition in this wide circle in order to increase the ability to compete is so that the company must engage actively in the development of new products and improve the quality, but it must search actively for a way to promote the level of customer’s satisfaction and their loyalty (Chiu et al, 2011). According to the problem statement, the main question of this article is whether customer’s expectation and the perceived quality are effective on customer’s loyalty with the mediating role of perceived value and customer’s satisfaction?
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