TY  - BOOK
AU  - Ogunsanya,Sulaimon Kolawole
AU  - Safavi,Homayoun Pasha
TI  - A STUDY OF CUSTOMER VALUE AND CUSTOMER  LOYALTY IN NORTH CYPRUS SUPERMARKET  INDUSTRY
PY  - 2022///
KW  -  Complaints (Administrative procedure)
KW  - Dissertations, Academic
KW  - Consumers
KW  - Word-of-mouth advertising
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 49-54)
N2  - 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
ER  -