Dissertation for Master's degree (M.A)
Treatment: Marketing
Zimstan 911-1-Introduction
Nowadays, with the competitiveness of the markets and continuous changes in the environment, organizations have realized the fact that humans are not faced with an expanding economic system and growing markets as in the past, so every customer has its own special value and fights to gain a greater share of the purchasing market. they do In the current period, customer commitment has found a special place and customer growth and effective communication with him has caused that the customers of an organization are collaborators inside and outside the organization, its supporters and supporters. Therefore, customers who have a sense of belonging and are profitable and long-lived are considered capital for organizations. Therefore, knowing and anticipating the needs of customers is of particular importance for an economic enterprise, and the customer plays a key and pivotal role in the survival of the organization, because the research results of many researchers have shown that a 5% decrease in the number of customers causes a loss of 85% of profit, and also a 5% increase in the retention of existing customers causes an increase of 35 to 125% is profit, so today the goal of demand marketing management is to push the customer to maturity in the ladder of loyalty to organizations. Although in the first steps, satisfaction is a good measure to measure loyalty, but it is necessary to get help from other indicators that are based on satisfaction and loyalty, as well as the relationship between satisfaction and loyalty. and acts as a link between different stages of consumer buying behavior, and companies should be satisfied Keeping their customers develop their activities until they can gain benefits for themselves in business environments and the main output is loyalty satisfaction. In the new era, attention to the growth and development of customer loyalty has increased as an important factor in the marketing strategy of companies that leads to the retention of current customers. Their loyalty has an effect that sometimes weakens or strengthens this relationship, so the main question of the research is:
What factors affect the relationship between satisfaction and customer loyalty?
The sub-questions that have been raised in the framework of the main question:
What effect do certainty variables[1], objective knowledge of customers[2] and perceived risks have on the relationship between satisfaction and customer loyalty?
Trust factors[3], perceived service quality[4], customer value including social, emotional, monetary and functional value and repeat consumption and ease of purchase have an effect on customer satisfaction?
Continuous and stable relationships[5] and switching costs [6] and trust have an effect on customer loyalty?
1-3-Research background
Given the importance of the research topic for many organizations and companies and the fact that it has long been an important management topic, many articles and theses have been written in this field, and by reviewing the Emerald, Science Direct and Iran Information Science and Technology Research Institute (IranDak) of Tehran University and Tarbiat Modares, we point out some of these domestic and foreign articles and theses: The expansion of this topic will be presented in Chapter 2 of the thesis
1-3-1-internal background
article Factors affecting policyholder loyalty in 1989 written by Dr. Haghigi Kafash, a member of Allameh Tabatabai faculty, Masoud Akbari, Noushin Lalianpour
Mr. Gholam Reza Salari's dissertation in 1983 titled the benefits and costs of customer loyalty
Thesis of Mr. Mohsen Shrehtkar entitled the investigation of factors influencing maintaining and strengthening customer loyalty from Allameh Tabatabai University, which was conducted in 1982.
The article titled presentation of customer satisfaction indicators written by Dr. Ali Asghar Fani, Professor of Tarbiat Modares University, Dr. Alireza Hassanzadeh, Professor of Information Technology Management, Tarbiat Modares, Akbar Pour Mohammad, Senior Expert and Public Administration, Tarbiat Modares
1-3-2- Foreign background
1- Thesis of Mr. Ho Hai Tyu in February 2011 entitled Factors The intervenor in the interface, satisfaction and loyalty on fish consumers in Vietnam
2- The article by Ching Chang Cheng and his colleagues in November 2011 on the academics journals website with the title of study to investigate the relationship between satisfaction and loyalty in fast food industries: continuous relationships as a moderator
3- The article by Olsen and his colleagues in 2010 with the title of examining the moderating variables on the relationship between satisfaction and loyalty Customers
4- The article by Jane Long and others in 2009 entitled Surveying the satisfaction and loyalty of mobile customers in China
5- The article by Guillaume Bodet in 2008 entitled Customer satisfaction and loyalty in services
1- 4- Expressing the importance and necessity of research
Theoretical importance
Today is the age of loyalty, including loyalty Customer, employee loyalty, management loyalty and loyalty to society and principles. Customer satisfaction is the degree of utility that the customer obtains due to the characteristics of the product, but satisfaction is not the key to success and profitability, but today only customers who have a sense of belonging to the organization are considered profitable assets for the organization and are considered the most famous and acceptable definition for loyalty according to Oliver's definition [9] in 1997, a bias towards the product and a behavioral response over time is defined, which ultimately leads to the company's reputation and credibility and increasing the company's future profitability. (Ho huy tuu et al, 2011) Therefore, one of the characteristics of successful global companies is to know their customers, make them satisfied and maintain them. It should be noted that satisfied customers are a good source for company advertising. The benefits of loyalty include: reducing the costs of attracting new customers, reducing the sensitivity of customers to changes, and increasing the barriers to the entry of new competitors (Gee et al, 2008). Therefore, identifying the factors affecting customer satisfaction and their loyalty is an important and inevitable matter. In fact, this research is an attempt to identify these factors on customer satisfaction and loyalty. Practical importance: Companies are always spending a lot of money to attract the attention of customers. And customers tend to show loyalty towards their products, while today there is a lot of competition between companies, and among them, successful companies seek to keep their customers satisfied and ultimately make them loyal, so customer management is based on satisfaction with the vital strategy of organizations, considering the importance of this issue, including organizations and companies that seek to gain satisfaction and maintain their customers, banks and chain stores and so on. are Therefore, the awareness of chain stores It is one of the factors affecting the satisfaction of customers of fast food products and ultimately their maintenance is very necessary.
1-5-Research Objectives
1-5-1-Main Objective
The main objective in this research is to examine and determine the factors affecting the relationship between satisfaction and customer loyalty
1-5-2-Sub-objectives
Investigate and determine the effect of certainty factors, customer knowledge, perceived risks on the relationship between satisfaction and customer loyalty. Loyalty
Investigating and determining the effect of effective factors on customer satisfaction (perceived service quality , customer trust and value)
Investigating and determining the effect of ongoing relationships and switching costs on continuous relationships
1-5-3-applicative objective
Using the results of this research by chain stores To improve the satisfaction and loyalty of their customers
1-5-4-Aspirational goal
According to the fact that many factors are influential in the success of global companies and organizations and knowing the customers accurately, satisfying them, maintaining and maintaining them and customer loyalty are among the most important of these factors, our ideal goal in this research is to help domestic organizations and chain stores to know the factors affecting the satisfaction and loyalty of customers of fast food products and their growth and excellence in service and Customer service is to reach international standards.