A STUDY OF CUSTOMER VALUE AND CUSTOMER LOYALTY IN NORTH CYPRUS SUPERMARKET INDUSTRY / SULAIMON KOLAWOLE OGUNSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 57 sheets; 31 cm. Includes CDİçerik türü:
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Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: ABSTRACT Accordingly, the purpose of this study was to determine the effect of customer value on customer loyalty among supermarket users in North Cyprus. The investigated association examined was between customer values and the four dimensions of customer loyalty, namely Repurchase Intention, Positive Word-of-Mouth, Price Sensitivity and Complaining Behaviour. There were four hypotheses in this study. Using data collected from 127 respondents who are supermarket users, inferential statistics were used to determine the effect of the customer value on each of the four dimensions of customer loyalty. According to the results of the analysis, customer value had a significant positive effect on repurchase intention and positive WOM. This implied that the first two hypotheses of this study were accepted. The proposed negative significant effects that was anticipated to have existed between customer value and price sensitivity and between customer value and complaining behavior was not found, hence, the third and fourth hypotheses were rejected. These results informed the direction of the discussion, implications, limitations, recommendations for future studies. The result of this study birth some practical implication with supermarket managers and stakeholders and it highlighted the importance of providing values such as offering discounts or giving coupons service to their customers so as to win them and increase repurchase intention and positive word of mouth. This study suggests that supermarket manager must not underestimate customer value for North Cyprus customers, which means that supermarket products need to be priced satisfactorily, acquiring and offering premium produce. Keywords: Complaining Behaviour, Customer Values, Positive Word-Of-Mouth, Price Sensitivity, Repurchase Intention
Materyal türü: Thesis
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Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2826 O48 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T3165
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2826 O48 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT3165
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Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department

Includes bibliography (sheets 49-54)

ABSTRACT
Accordingly, the purpose of this study was to determine the effect of customer value
on customer loyalty among supermarket users in North Cyprus. The investigated
association examined was between customer values and the four dimensions of
customer loyalty, namely Repurchase Intention, Positive Word-of-Mouth, Price
Sensitivity and Complaining Behaviour. There were four hypotheses in this study.
Using data collected from 127 respondents who are supermarket users, inferential
statistics were used to determine the effect of the customer value on each of the four
dimensions of customer loyalty. According to the results of the analysis, customer
value had a significant positive effect on repurchase intention and positive WOM. This
implied that the first two hypotheses of this study were accepted. The proposed
negative significant effects that was anticipated to have existed between customer
value and price sensitivity and between customer value and complaining behavior was
not found, hence, the third and fourth hypotheses were rejected. These results informed
the direction of the discussion, implications, limitations, recommendations for future
studies. The result of this study birth some practical implication with supermarket
managers and stakeholders and it highlighted the importance of providing values such
as offering discounts or giving coupons service to their customers so as to win them
and increase repurchase intention and positive word of mouth. This study suggests that
supermarket manager must not underestimate customer value for North Cyprus
customers, which means that supermarket products need to be priced satisfactorily,
acquiring and offering premium produce.
Keywords: Complaining Behaviour, Customer Values, Positive Word-Of-Mouth,
Price Sensitivity, Repurchase Intention

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