The effect of relational benefits on customer perceived value among customers Sabah Dairy Company in Golestan Province

Authors

  • Reza Sadeghlo Azad University of Babol
  • Ali Sorayai Babol Branch, Islamic Azad University

DOI:

https://doi.org/10.24200/jmas.vol4iss03pp33-36

Abstract

The aim of this study was to evaluate the effect of relational benefits on customer perceived value among customers Sabah Dairy Company in Golestan province. Methodology: The research method is descriptive correlation is considered. The target population included all dairy customers Sabah in Golestan province of 100,000 people. The sample proportional to the number of people using Morgan table is 384. And random sampling method was simple. Library and field research data was gathered using a standardized questionnaire was used tools. The reliability of the questionnaire using Cronbach and validity were confirmed by content. The structural equation modeling to analyze the data using LISREL software was used. Results: The results showed that the relationship between the benefits to the customer's perceived value among customers Sabah Dairy Company in Golestan province, there is a significant relationshipr.  Conclusion: So it can be concluded that the benefits of customer relationship on perceived value and significant positive effect. The first hypothesis is confirmed. 

References

Adamson, I., Chan, K. M. & Handford, D. 2014, "Relationship marketing: customer commitment and trust as strategy for the smaller Hong Kong corporate banking sector", International journal of bank marketing, Vol. 21, No. 6/7.

Anderson, E. & Weitz, B. 2012, "The use of pledges to build and sustain commitment in distribution channels" Journal of Marketing

Anderson, J. C. & Narus, J. A. 2013, "A model of distributor firm and working partnerships", Journal of Marketing.

Barnes, J. G. & Howlett, D. M. 2010. «Predictors of equity in relationships between financial services providers and retail customers», International Journal of Bank Marketing, Vol. 16, No. 1.

Berry, L. L. 2012, "Emerging perspective on services marketing", American marketing Association, Chicago, IL.

Chiu, H. C., Hsieh, Y. C., Li, Y. C. & Lee, M. 2005, "Relationship marketingand consumer switching behavior", Journal of Business Researc, 58(12), 1681-1689.

Colgate, M. and Stewart, K. 2013. The challenge of relationships in servicesa New Zealand study. International Journal of Service Industry Management, 9(5).

Conway, T. and Swift, J.S. 2014. ”International relationship marketing the importance of psychic distance”,European journal of marketing, vol.34,no.11/12.

Dwyer, F. R., Schurr, P. H. & Oh, S. 2014, "Developing Buyer–Chebat, Jean-Charles , Hallowell, R. (2012)," The relationships of customer satisfaction, customer loyalty, and profitability Journal of Service Industry Management.

Harrison, T. 2012. Financil Services Marketing, Edinburgh, Prentice Hall.

Heffernan, T and O’Neill, G and Travaglione, T and Droulers, M. 2008. «Relationship marketing: The impact of emotional intelligence and trust on bank performance», International Journal of Bank Marketing, Vol. 26, No. 3.

Maydeu-Olivares, A. & Lado, N., 2013. ”Marketing orientation and business economic performance”, international journal of service industry management, 309

Downloads

Published

2019-07-20

Issue

Section

Articles