Defining and Assessing the Consumer’ s Satisfaction and Loyalty Pattern

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AGHAZADEH HASHEM; Hashemi Mohammad Sadegh; Sadrinia Mohammad

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Title

Defining and Assessing the Consumer’ s Satisfaction and Loyalty Pattern

Author(s)

AGHAZADEH HASHEM | Hashemi Mohammad Sadegh | Sadrinia Mohammad | Issue Writer Certificate

Keywords

Consumer InterestsQ2

Customer SatisfactionQ2

Customer LoyaltyQ2

Word of Mouth MarketingQ1

Abstract

Nowdays Iran economy and therfore many businesses are facing recession, decrease in demands and liquidity problems. This issue indicates the necessity of paying attention to Customer Satisfaction and loyalty in order to ensure coming of stable cash flows toward companies and to reduce the costs of marketing activities and enhancing the effectiveness of that through Word of Mouth Marketing of satisfied and loyal customers. The purpose of this study was to investigate the relationship between Consumer Interests, Customer Satisfaction and loyalty towards the Hacoupian (active in the apparel industry) products and its impact on positive word of mouth advertising about the company's products. This research is an applicable quantitative-corrolation research which Seeks to describe the relationship between benefits, satisfaction and loyalty of customers towards products and stores of Hacoupian. The research data is collected through closed questionnaire. By hypothesis testing, it was determined that the resolution of needs and emotional interests of buyers makes them satisfied of Hacoupian products and stores and leads them to Attitudinal and behavioural loyalty and positive Word of Mouth Marketing. Companies have to satisfy customers' needs in different ways and provide a suitable environment for clients so that they can gain emotional interests.

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APA: Copy

AGHAZADEH, HASHEM, Hashemi, Mohammad Sadegh, & Sadrinia, Mohammad. (2014). Defining and Assessing the Consumer’ s Satisfaction and Loyalty Pattern. JOURNAL OF STRATEGIC MANAGEMENT STUDIES, 5(18 ), 177-200. SID. https://sid.ir/paper/181636/en

Vancouver: Copy

AGHAZADEH HASHEM, Hashemi Mohammad Sadegh, Sadrinia Mohammad. Defining and Assessing the Consumer’ s Satisfaction and Loyalty Pattern. JOURNAL OF STRATEGIC MANAGEMENT STUDIES[Internet]. 2014;5(18 ):177-200. Available from: https://sid.ir/paper/181636/en

IEEE: Copy

HASHEM AGHAZADEH, Mohammad Sadegh Hashemi, and Mohammad Sadrinia, “Defining and Assessing the Consumer’ s Satisfaction and Loyalty Pattern,” JOURNAL OF STRATEGIC MANAGEMENT STUDIES, vol. 5, no. 18 , pp. 177–200, 2014, [Online]. Available: https://sid.ir/paper/181636/en

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