Analyzing the connection between viral marketing and customer loyalty(Case study: hyper markets of Shiraz)
Journal Title: Journal of Science and today’s world - Year 2018, Vol 7, Issue 2
Abstract
Marketing as a science is adapting with symbols of informatics revolution, just like internet. Technologic development in the industry, increased competition between companies and share of customers in market is more important to the success of organizations. Create a new concept of marketing, called viral marketing, including the effects of these changes. This research, analyze the connection between viral marketing and customer loyalty in hyper markets of Shiraz. The method of this research is descriptive-correlation. Statistical population includes all of customers that 384 of them has been chosen by cluster sampling. For data gathering we use "viral marketing questionnaire of Hoseini" (2011) and "customer loyalty questionnaire of Adpuja" (2012); it should be noted that experts confirmed the questionnaire. The validity of questionnaire has been discussed through Cronbach's alpha and the results were 0/85 and 0/79. For data analysis use Pearson correlation and Friedmann equation. For data analysis use Pearson correlation and Friedmann equation. The results show that there is a meaningful connection between effectiveness, compliance, acceptance and customer loyalty in hyper markets of Shiraz.
Authors and Affiliations
Vahid Motamedi
Keywords
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