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Introducing the paradigm of organizational value creation effect on customer loyalty: A case study of Tehran province food industry unites

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Author(s): Maryam Zarandi

Journal: Management Science Letters
ISSN 1923-9335

Volume: 2;
Issue: 3;
Start page: 787;
Date: 2012;
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Keywords: Value | Value Creation | Loyalty | Customer Need

ABSTRACT
Today, organization cannot firmly survive without having a broad captive market. Rather, through value creation for customers and achieve their loyalty, we can maintain and increase the existing market share. Providing a specific product or service requires modern ideas and approaches to be applied in organizations. Resource limitations prevent organizations from being the best on all value creation contexts; so they must focus on some range of customer-centric values regarding the given customer groups; because customer needs will change as time goes by and it requires different kinds of values to be taken into consideration. In this research, organizational value creation effects on customer loyalty is studied by more recent and complete customer value model designed by Flint et al. (2010) [Flint et al. (2010). Customer value anticipation, customer satisfaction and loyalty: An empirical examination. Industrial Marketing Management, 40, 219-230]. In this regard, some questionnaires are distributed among a statistical population including 90 customers of Tehran Food Industries. Results show that organizational value creation affects on customer loyalty. Among effective factors, product quality has the most effects on organizational value creation following by product price, marketing and after-sales services.
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