Studying Impact of price Satisfaction on Loyalty: a Case Study in Electric Generating Plant Snowa
In recent years, an increasing understanding of the necessity of making long-term relationships has been created between purchasers of commodities with services and their suppliers. This enterprise particularly confirms that long-term relationships can result in beneficial effects such as: increasing incomes, improving the right quality and related services and also improving productivity. price satisfaction is an important factor, affecting on seller-buyer relationships, since price is one of the most flexible combined factors of marketing and it is exposed to some changes after changing the characteristics of products and services. The main objective of this study is to investigate the impact of price satisfaction on loyalty of SNOWA electronic manufacturing factory located in the industrial town of Moorche-Khort in Isfahan. This is a descriptive study and also from objective perspective is an applied research. Data collection, questionnaire question its validity using the numbers 30 faculty members, advisors and specialists and management experts and its reliability by Cronbach's alpha index was equal to 0/935.The statistical population of this study, the employees and managers of sales department and marketing are 92 persons and 80 of them have been asked questions(return rate:89%). SPSS and AMOS software has been used For data analysis and hypotheses testing. The achieved results of statistical analysis validate and confirm the price reliability variables influence, relative price, Price-quality ratio and price fairness, price transparency effect on loyalty.
Volume (Year): 3 (2013)
Issue (Month): 4 (October)
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- Mayhew, Glenn E & Winer, Russell S, 1992. " An Empirical Analysis of Internal and External Reference Prices Using Scanner Data," Journal of Consumer Research, Oxford University Press, vol. 19(1), pages 62-70, June.
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