The Effect of Perceived Value on Customer Loyalty by Examining the Mediating Role of Electronic Word-of-Mouth Advertising and Customer Satisfaction: Case Study of Jabama Company
Journal Title: International Journal of Applied Research in Management and Economics - Year 2023, Vol 5, Issue 4
Abstract
This study was conducted to investigate the effect of perceived value on customer loyalty by examining the mediating role of electronic word-of-mouth (eWOM) advertising and customer satisfaction (a Case study of Jabama Company). This research is applied objectively and it is a descriptive and survey study based on the data collection. The statistical population of the study is consisted of the customers of Jabama Company in Iran among which 200 customers were selected through the structural equation method as the sample size. The sampling method was simple random sampling. Furthermore, to measure the research variables and evaluate the research model, a 20-item questionnaire was designed and sent electronically to the members of the sample population. Correlational method and structural equation modeling were used to analyze the data. For this purpose, the Smart Pls3 software was applied and the Sobel Test used for testing the mediating hypotheses. The results of the study indicate that the perceived value on customer loyalty has a positive and significant impact by examining the mediating role of eWOM advertising and customer satisfaction.
Authors and Affiliations
Siavash Habibi,Mehdi Zakipour,
Keywords
Related Articles
- EP ID EP745382
- DOI https://doi.org/10.33422/ijarme.v5i4.971
- Views 37
- Downloads 0
Luxury in a Post-Growth Society – Success or Disparity?
This study examines, based upon four guiding research questions, how change towards a post-growth society can take place and what consequences this will have for society, i.e. as well the individual consumer, but especia...
A Systematic Literature Review of the EFQM Excellence Model from 1991 to 2019
A systematic literature review (SLR) from 1991 to 2019 is carried out about EFQM (European Foundation for Quality Management) excellence model in this paper. The aim of the paper is to present state of the art in quantit...
Generative AI, Disruptive Innovation, and Marketing Firm Strategies: Opportunities and Implications
This study investigates the potential of small marketing firms to disrupt the market by adopting generative AI technology and the theory of disruptive innovation. The study employs a qualitative approach, combining a com...
Interactive Effect of Export Strategic Orientations on Export Market Learning Ambidexterity: A Study of Turkish Export SMEs
The interactive effect of export strategic orientations on export market learning ambidexterity has been studied in this paper. Export market orientation and export entrepreneurial orientation, as strategic orientations,...
Environmental Regulation and High-quality Economic Development in the Yangtze River Delta Urban Agglomeration
China's economy has been under tremendous pressure due to the decoupling from the United States, leading to a prolonged economic downturn. In response, the Political Bureau of the CPC Central Committee has introduced the...