THE IMPACT OF PERCEIVED QIALITY, PERCEIVED VALUE AND PERCEIVED PRICE ON CUSTOMER LOYALTY /
ZUBIR A G RAMADAN; SUPERVISOR: ASSOC. PROF. DR. FIGEN YEŞİLADA
- 50 sheets; 31 cm. Includes CD
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 46-50)
ABSTRACT In recent years, the business world has faced fierce competition, which has put business organisations in a position to require a sustainable long-term relationship with their customers to exploit the benefits of customer loyalty. This has made perceived value, price and service quality an important marketing element in recent years. This is even more critically so in the service industry. This research was proposed and carried out to investigate the antecedents of customer loyalty impact on the perceived satisfaction of customers, which leads to an increase in customer loyalty. The study was carried out using the North Cyprus telecommunication sector. Using an analytical model, nonprobability sampling with a survey method is used in the current study. The study showed findings implied quality of service, value offers and price have a positive direct and indirect impact on the improvement of customer loyalty. However, perceived price partially relates to Loyalty. This finding supports theories of studies that reported customer loyalty is significantly impacted by perceived customer satisfaction and trust. However, findings are limited to small Islands with a small sample size. Future studies can involve multiple continents with a larger sample size.