Ogunsanya, Sulaimon Kolawole <br/><br/>
A STUDY OF CUSTOMER VALUE AND CUSTOMER  LOYALTY IN NORTH CYPRUS SUPERMARKET  INDUSTRY / 
SULAIMON KOLAWOLE OGUNSANYA; SUPERVISOR: DR. HOMAYOUN PASHA SAFAVI 
 - 57 sheets;  31 cm.  Includes CD 
<br/><br/>Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department 
<br/><br/>Includes bibliography (sheets 49-54) 
<br/><br/> ABSTRACT<br/>Accordingly, the purpose of this study was to determine the effect of customer value<br/>on customer loyalty among supermarket users in North Cyprus. The investigated <br/>association examined was between customer values and the four dimensions of <br/>customer loyalty, namely Repurchase Intention, Positive Word-of-Mouth, Price <br/>Sensitivity and Complaining Behaviour. There were four hypotheses in this study. <br/>Using data collected from 127 respondents who are supermarket users, inferential <br/>statistics were used to determine the effect of the customer value on each of the four <br/>dimensions of customer loyalty. According to the results of the analysis, customer <br/>value had a significant positive effect on repurchase intention and positive WOM. This <br/>implied that the first two hypotheses of this study were accepted. The proposed <br/>negative significant effects that was anticipated to have existed between customer <br/>value and price sensitivity and between customer value and complaining behavior was <br/>not found, hence, the third and fourth hypotheses were rejected. These results informed <br/>the direction of the discussion, implications, limitations, recommendations for future <br/>studies. The result of this study birth some practical implication with supermarket <br/>managers and stakeholders and it highlighted the importance of providing values such <br/>as offering discounts or giving coupons service to their customers so as to win them <br/>and increase repurchase intention and positive word of mouth. This study suggests that <br/>supermarket manager must not underestimate customer value for North Cyprus <br/>customers, which means that supermarket products need to be priced satisfactorily, <br/>acquiring and offering premium produce. <br/>Keywords: Complaining Behaviour, Customer Values, Positive Word-Of-Mouth, <br/>Price Sensitivity, Repurchase Intention 
<br/><br/><label>Subjects--Topical Terms: </label><br/> Complaints (Administrative procedure) --Dissertations, Academic<br/>Consumers--Dissertations, Academic<br/>Word-of-mouth advertising--Dissertations, Academic