a study of the customer shopping behavior and effective factors
TRANSCRIPT
ISSN: 2306-9007 Aghdaie & Khatami (2013)
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A Study of the Customer Shopping Behavior and Effective
Factors on Building up Customer Loyalty
SEYED FATHOLLAH AMIRI AGHDAIE
Assistant Professor, Dep.of Management, University of Isfahan, Isfahan, Iran.
Email: [email protected]
Tel: 98- 311- 7935- 251
FARHAD KHATAMI Instructor, Dep.of management Payame Noor University Borojen, Iran
Email: [email protected]
Tel: +989132221374
Abstract
This research studies the customer shopping behavior and specifically effective tactics in causing customer
loyalty. It also examines the customer satisfaction which is one of the influential factors on the customer
shopping behavior. The statistical population is the customers of one of the Refah chain store in January
2013 in Isfahan city. The questionnaire tool has been utilized for collecting data in this research. The
hypotheses have been testified by means of SPSS software program. The final result proved that the
customer satisfaction is mostly correlated with customer loyalty and the product technical quality. Its
operational value is mostly correlated with customer satisfaction. All the hypotheses about the effect of
independent variables on dependent ones have been verified.
Key Words: Shopping Behavior, Customer Loyalty, Customer Satisfaction.
Introduction
In markets having growing competition, maintaining a strong bond with customers by virtue of building up
loyalty in consumers seem to be a key factor in achieving the market share and creating a competitive
privilege. Loyal customers are crucial for keeping the trade alive and well, mainly because attracting new
customers is remarkably more costly than keeping the older ones (Deng et al., 2010). The marketing
science makes every endeavor to affect the manner of consumer behavior. This will have some
consequences for organizations, customers and the society. Making use of the consumer behavior
knowledge aiming at the marketing strategy expansion is a sort of art (Samadi, et al., 2010).
The shopping behavior is made up of all the psychological, social, physical behaviors of potential
customers, in the same way that they would be aware of evaluating, buying and consuming and talk about
the products and services with others (Patil, 2007).
The customer with a real shopping intention sets out on buying a certain amount of products due to their
payment capabilities. If the companies are able to understand the customer shopping behavior and
personalize the recommendation system of their products by means of their own information, they can draw
on several different types of business opportunities.
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Recommending products in order to attract customers and obviating their needs in highly competitive
environments is important (Bae & Kim, 2010). As markets become more and more competitive, many
companies realize the importance of keeping their customers. And some of them embark on miscellaneous
activities aiming at enhancing the customer loyalty. In fact, the benefits of customer loyalty are widely
recognized in trading (Mcmullan and Gilmore, 2008). Consumers are not necessarily looking for buying
commodities. They would like to solve their problems and obviate their needs. One of the major concerns
of any store in using marketing tactics for increasing the sale and having contact with the customer is the
effect of these tactics on customers (Samadi, et al., 2010).
The customer loyalty plans do not necessarily focus on trying to raise their sales revenue. They are used in
keeping the customers, which lead to better monetary results (Gable et al., 2008). The importance and
benefits of attracting and keeping the loyal customers comes from a common consent that customer loyalty
brings profitability. In this sense in order to understand the concept of loyalty completely, we need to build
up loyalty in the customer as a long-term investment which leads to an emphasis on a need for management
of keeping the bond between the customers and providers (Rauyruen & Miller). While some organizations
are satisfied by focusing on easy access to customer satisfaction, obtaining and keeping the customer
loyalty is considered to be the ultimate goal of many contemporary service providers. Loyal customers buy
more, are eager to buy more, are easily accessible and act as enthusiastic fans for our companies (Harris &
Goode, 2004).
Due to the significance of the issue, there have been some researches carried out in relation to shopping
behavior especially loyalty. The study done by Taylor et al., to say one of them, in which the role of the
brand value and trust in brand is emphasized in industrial customer loyalty. It is also concluded that these
two have a determining role in customer loyalty. Moreover, Löfgren et al. have examined the satisfaction
and evaluation ways while shopping and behavior while using their products. They concluded that there is
a remarkable distinction between the effect of customer satisfaction on their loyalty while shopping and by
the time they are using the products. Deng et al. in their studies on determining factors in satisfaction and
loyalty came to this conclusion that trust, operational value and emotional value lead to building up
satisfaction. Trust and costs of change and satisfaction increase the customer loyalty. Of domestic
researchers, Seyyed Javadin et al. in their studies of the customer understanding of sport services industry
came to this conclusion that the quality of sport complexes’ services affects the customer satisfaction and
loyalty. Ranjbarian and Barari have scrutinized the effect of the fundamentals of link-based marketing on
customer loyalty, the significance of these variables from the customers’ perspective and the bank’s success
in creating each of these variables.
Due to the significance of customer shopping behavior and the necessity of building up loyalty in
customers, this article will go ahead with studying the customer shopping behavior and specifically
scrutinizing how to build up loyalty in customers which is one of the influential factors in customer
shopping behavior. For this purpose, we will go on to explain the conceptual and theoretical framework and
discuss the previous researches. Then data collection methodology, data analysis and the conclusion will be
gone through.
Theoretical Framework
Shopping Behavior
The consumer’s shopping behavior consists of various psychological and social processes which exist
before and after the consuming and shopping activities. There lies an important decision process beyond
each shopping which must be examined. The phases that a customer goes through in order to decide what
sort of products and services they should buy is called shopping decision process. Customers, who have
more communicative commitment to their link, are more likely to conduct a shopping (Samadi et al., 2010).
Consumers are less likely to confront the competitors’ prices, in case of more and more regular incentive
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sale. Thus the consumer will be naturally less sensitive to that. Since in most markets, especially in retail
markets, an increase in distinction loyalty does not occur without an increase in shopping loyalty, we
merely concentrate on shopping loyalty (Meyer-Waarden, 2008). The shopping process starts when the
customer finds out a problem or a need. This need may be arisen by internal or external stimuli. Marketers
must identify conditions which cause a particular need. By collecting information from a number of
consumers, marketers can identify the most common stimuli which generate interest in a product category.
Then they can expand the marketing strategies which grow interest in consumers. So the consumer tries to
collect information about products/services. By virtue of collecting information, the consumer learns about
all brands and theirs qualities (Patil, 2007). Most individuals have a reference group by which their
behavior is impressed. Lumb, Hayer and McDaniel stated that reference groups have three effects:
Information effect, identification effect and normative effect. Information effect means that the individual
uses the opinions and comments of the group members as a reference for receiving information. The
normative effect refers back to the group achievements and experiences and sense of belonging to the
group. Identification effect happens when the values and norms of the group internalize for the individual
(Babaie and Ahadi, 2011). Information may be gathered from magazines, catalogues, retailers, friends,
family members, colleagues, advertisements, chamber of commerce, telephone directory, fair trading etc.
Marketers must realize the information resources and relative degree of their importance for consumers.
There is no process which can be used by all consumers in all shopping conditions. The consuming
processes include some of the basic concepts. The consumer tries to obviate his needs and looks for
particular profits by product. The marketer should know the criterion which the consumer uses in shopping
decision. The consumer finds out a solution among shopping options that may be either a decision to buy or
not. The marketer should try to use any means to affect the shopping behavior up to this point. After buying
the product, the marketer is not finished though. By the time a product is being bought, the shopping
satisfaction, what is have done after shopping, the usage and consuming after shopping should also be
examined. Theoretically, loyalty plans can have the effects of distinction loyalty and shopping loyalty on
shopping behavior. Distinction loyalty reduces the degree of sensitivity of customers to competitive offers
or prices and therefore causes the customers to pay higher prices for the commodities they buy or buy them
in a larger amount or choose products with a better quality or more expensive trademarks and a rewards
program which would be achieved quickly alongside with excellent services and rewards, helps the
consumers to disregard the prices (Meyer-Waarden, 2008). Because of the necessity of examining the
importance of receiving information about shopping behavior, we will go on to discuss the loyalty and
satisfaction in shopping behavior concepts.
Customer Loyalty
Marketing in its course of evolution is in a phase that marketers are not pondering about finding new
customers. Today, the purpose of marketing is the demand management by means of bringing up and
leading the customer to the maturity in the loyalty to organizations. These days customer satisfaction is not
sufficient anymore and companies should not feel happy about the satisfaction of their customers. They
should make sure that their happy customers are also loyal (Haji Karimi, 2008). The customer loyalty can
be defined as the customer’s commitment to conduct business with a particular organization, repeatedly
buying commodities and services and recommending those services and products to friends and colleagues
(Turner and Wilson, 2006). Two major approaches to the concept of customer loyalty are behavioral
approach and attitudinal approach. Base on behavioral approach, customer loyalty is defined as a behavior.
Operational indices of this approach are: shopping share, continuity of shopping and cases of that ilk.
Customer loyalty is defined as an attitude in attitudinal approach. Based on this attitude, explaining the real
behavior of the customer is not enough solely. Rather analyzing and providing a plausible explanation of
this concept needs to consider the structure of attitudes/the consumer’s performance (Arabi and
Varzeshkar, 2003). Hence, the concept of behavioral approach is measured and defined mainly by
repeating shopping behavior. From cognitive approach perspective, it is obtained by concentrating on
dimensions of attitudinal loyalty and from combinatorial approach which shows that the attitudinal priority
and repeating shopping behavior as two essential conditions for the loyalty concept (Toufaily et al., 2012).
In fact, loyalty points to the fact that to what extent customers feel committed to suppliers and are not
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actively looking for alternative suppliers (Flint et al., 2011). Frequent customers are more than just an
economic resource. They can be used as information channels that inadvertently make contact with friends,
relatives, colleagues and other potential consumers and therefore they are able to support the business. One
of the substantial theories of loyalty marketing is that an increase in customer loyalty even to a small
degree can have a remarkable increase in profitability of the business (Yoo and Bai, 2012). As an effective
state, loyalty proved to be a firmly psychological reaction to an experience of a product or a service. The
behavioral aspect of it simply indicates the impression of the state which sometimes would be equal to
keeping the customers. In other words, loyalty means an intentional behavior which might happen or not
(eshghi et al., 2007). Generally speaking, loyalty marketing has been emerged to the extent of its
importance and being ideal of customer loyalty and has been recognized as an important source and the
mostly competitive privilege for companies by affecting the performance. The increase in customer loyalty
will decrease the expenses of customer attraction and will improve the efficiency which eventually directs
the business toward more profitability (Yoo and Bay, 2012). Customer loyalty is a key element for the
long-term durability of the brand and helps the companies to confront lots of problems in case of extremely
competitive markets being unreliable (Mohammad Amin et al., 2012). Customers may demonstrate their
loyalty to each of these ways. They may choose to stay with a single supplier, whether this continuity can
be named a relationship or not. Or they may increase either the number of shopping or the frequency of
shopping or both. They may also become a fan of the organization and play a significant role in other’s
decisions (Rowley, 2005). The major principle of this concept is that loyalty is created one by one
following the four-step process: identification, motivation, effort, action. This happens in spite of the effect
of situational factors and marketing operations (Tofaily et al., 2012). The previous studies have pointed to
the relationship between brand trust and customer loyalty. It is shown in some of them that brand trust
develops relationship with brand performance by means of brand loyalty ( Reuren and Miller, 2007).
Hypothesis 1: Brand trust has an impact on customer loyalty.
In some studies the brand value has been noticed as one of the brand indices which cause more loyalty. As
a matter of fact, Brand can be both an aspect of the brand value and the outcome of it (Taylor et al., 2004).
Hypothesis 2: Brand value has an impact on customer loyalty.
Speaking of loyalty, customer satisfaction has generally been the universal basis of the prediction of the
consumer behavior for decades. The emerging researches in marketing relationships area clearly show that
customer satisfaction is an important variable for explaining or keeping loyalty (Löfgren et al., 2008).
Hypothesis 3: Customer satisfaction has an impact on customer loyalty
Customer Satisfaction
Satisfaction like its closely related concepts such as quality, loyalty and attitude is an exclusive concept. It
is hypothesized in literature that satisfaction has a direct impact on customer loyalty/further shopping
behavior (Taylor et al., 2004). The consumer satisfaction is essential for a long-run business success and is
one of the marketing issues about which lots of researches have been carried out. Because consumer
satisfaction has been considered as an essential and determining factor in the long-run business success, its
impact on consumers’ evaluation such as behavioral and attitudinal loyalty has been studied in lots of
researches about consumer satisfaction. It is widely accepted that satisfied consumers are less sensitive to
the prices, are less affected by competitors’ actions and will longer remain loyal to the company comparing
with unsatisfied customers (Nam et al., 2011). Recently, companies have had too much concentration on
customer loyalty and keeping them. According to many researchers, one of the important factors in making
the customers loyal is their satisfaction. To the extent that many people equalize satisfaction with loyalty.
Customer satisfaction is a customer feeling or attitude toward a product or service after using them.
Customer satisfaction is the main result of a marketer activity which act as a channel between different
phases of the consumer’s shopping behavior. There are numerous definitions of customer satisfaction.
Schneider defines customer satisfaction as the outcome of psychological analogy processes between
product’s reality or service or expectances, demands, goals and social norms in relation to the product.
Repp regarding the above definition, defines customer satisfaction as a personal attitude which arises from
the company among the real and expected productivity (Hejazi and Safari, 2007). Experts believe that
customer loyalty bears an irregular and indefinite relationship to customer satisfaction. Although most loyal
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customers are satisfied customers but satisfaction does not always lead to loyalty (Oliver, 1999). Reichheld
states that companies’ too much attention to customer satisfaction causes to ignore their loyalty. And it is
also stated that customer satisfaction does not necessarily turn into their loyalty (Reichheld, 1996). The
satisfaction, loyalty and customer keeping concepts may refer to a type of behavior. However, it is
important to distinguish them conceptually. Satisfaction refers back to the customers’ general evaluation of
their shopping and consuming experience. Hence, evaluation of product experience or service appears in
the course of time (Eshghi et al., 2007). The studies carried out on satisfaction and loyalty fall into three
categories. The first category is extracted from service management literature and studies on relationships
between satisfaction and loyalty is on the whole and company’s level. According to their studies
satisfaction is prior to loyalty which affects the company’s profitability. The second category focuses on
personal level and studies keeping customer based on the customer’s further shopping intention. These
factors contain a major defect because of the difference between the individual’s intention and his behavior.
The second category claims that loyalty is overshadowed by satisfaction, even if they do not bear a logical
relationship. The third category which are few in number have focused on the relationship between
satisfaction and loyalty on a personal level based on real shopping data. Their findings suggest a weak or
unimportant relationship between satisfaction and frequent shopping behavior (loyalty) (Bodet, 2008). One
of the factors which is considered an effective factor in building up satisfaction in customers is the
product’s monetary value. This factor means how much it is satisfactory regarding the cost of product.
Economic considerations are considered as important aspect of product usage.
Hypothesis 4: Monetary value of the product has an impact on customer satisfaction.
Operational value of the product is another factor which has been cared about in customer satisfaction.
Operational value is related to the stage of product usage and refers to the technical and practical benefits
which consumers achieve while using the product (Deng et al., 2010).
Hypothesis 5: Operational value of the product has an impact on customer satisfaction.
A product can be divided into three parts: technical part, ergonomic part and communicative part.
Technical quality shows the beliefs about technical performance, construction and production. Quality in
ergonomic part consists of anything in relation to correspondence with physics and behavior of the human
while using the product. The product’s capability to make contact with individuals, namely message
transmission and product correspondence with humanitarian understanding is categorized as a
communicative quality. The customer satisfaction is a function of these three operational beliefs (Lofgern,
2008). Based on previous theories and researches in this regard, the hypotheses of this research are defined
as follows:
Hypothesis 6: Technical quality of the product has an impact on customer satisfaction.
Hypothesis 7: Ergonomic quality of the product has an impact on customer satisfaction.
Hypothesis 8: Communicative quality of the product has an impact on customer satisfaction.
Conceptual Model of the Research
Figure.1 shows the relationship between the mentioned factors in theoretical fundamentals and formed
hypotheses. Measuring the relationship between monetary value, operational value, technical quality and
ergonomic quality and customer satisfaction and on the hand the relationship between brand trust, customer
satisfaction and brand value and customer loyalty has the form of research conceptual model.
Figure 1.
The Research Conceptual Model
Customer
loyalty
Brand trust
Brand value
Customer
satisfaction
Operational value
Technical quality
Ergonomic quality
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Research Methodology
Data Collection Tool
The present research is a practical study in terms of its purpose and descriptive in terms of the manner of
data gathering. In this study in order to collect the required information in the theoretical framework, the
library method especially the articles of domestic and foreign journals has been utilized. In this research,
the questionnaire tool has been used in order to gather data for examining the hypotheses of the research.
There were a total of 30 questions which a part of it was related to demographic information containing 3
questions and the other part evaluates the dependent and independent variables of the research. The
measuring scale of this questionnaire in second part was a five-choice Likert spectrum on which the
respondents expressed their opinions from totally agrees to totally disagree. Regarding the goal of the
research which is the study of shopping behavior and customer loyalty and since the customers under study
were food customers, the statistical population is the customers of one of the Refah chain store in January
2013 in Isfahan city. The sampling method used for choosing the respondents was the accessible sampling.
The gathered data were analyzed by means of SPSS software program using Pearson and Regression test.
Validity and Reliability of the Questionnaire
Since the questionnaire was researcher-made, the reliability was obtained from Cronbach's alpha 0.838
from the total collected data out of 80 questionnaires which was more than the necessary minimum (0.7)
and is verified. The validity of the questionnaire was examined by experts and was verified unanimously.
Findings
Out of the total questionnaires distributed, there were 80 analyzable questionnaires. In this section we work
on descriptive statistics of sample data to examine the properties of the society.
Table 1- Descriptive Statistics of Demographic Data
Education High school
degree
Associate’s
degree
Bachelor’s degree Master’s degree
and above
Number 43 5 25 7
Ratio 97;9. 5:69. 7269. 5<;9.
Age Less than 20 20-25 25-30 30-35
Number 5 32 23 12
Ratio 5:69. 8. 6<;9. 29.
Then by using Pearson Correlation Coefficient test and SPSS software program the correlation between
dependent and independent variables has been examined. Error level was 0.05 and Confidence percent was
0.95. The following is the summary of the results and coefficients and the results have been explained in
detail afterwards.
The below table shows the correlation coefficient results. Hypotheses 1-3 evaluate loyalty with three
factors. Among the customer satisfaction, brand trust and brand value factors the highest degree of
correlation coefficient goes up to customer satisfaction. The results reveal that there is a significant
relationship between customer satisfaction and customer loyalty. As a result it can be noted that in
statistical population a change in customer satisfaction has an impact on the degree of customer loyalty. So
brand value and brand trust have a positive relationship with customer loyalty considering the result of
correlation test.
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Table 2- Correlation Test Results
The hypothesis under study Coefficient sig Correlation
Result
Hypothesis 1 Brand trust has an impact on customer
loyalty.
95;. 552. Verified
Hypothesis 2 Brand value has an impact on customer
loyalty.
7;5. 529. Verified
Hypothesis 3 Customer satisfaction has an impact on
customer loyalty.
;5;. 555. Verified
Hypothesis 4 Monetary value of the product has an impact
on customer satisfaction.
869. 558. Verified
Hypothesis 5 Operational value of the product has an
impact on customer satisfaction. 9;:. 555. Verified
Hypothesis 6 Technical quality of the product has an
impact on customer satisfaction.
:;:. 555. Verified
Hypothesis 7 Ergonomic quality of the product has an
impact on customer satisfaction.
799. 565. Verified
Hypothesis 8 Communicative quality of the product has an
impact on customer satisfaction.
766. 579. Verified
Hypotheses 4-8 examine the relationship between customer satisfaction with the factors: technical quality
of the product, ergonomic quality of the product, communicative quality of the product, operational value
of the product and monetary value.
The results show that customer satisfaction has a significant and positive relationship with the mentioned
factors. It also indicates that increasing each of them will cause an increase in customer satisfaction. Also
the technical quality of the product and the operational value of the product have the most correlation
degree with customer satisfaction. We will continue to test and examine the hypothesis of the effect of
independent variables on dependent ones.
Hypothesis 1 on inspection: Brand trust has an impact on customer loyalty.
H0: Brand trust does not affect customer loyalty.
H₁: Brand trust affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 14.168 and the significance
level is 0.001. The significance level of independent variable is 0.001 and t statistic is 3.764. So we can
approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that brand trust has an impact on
customer loyalty
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 5.421 1 5.421 14.168 .001a
Residual 15.687 79 .383
Total 21.107 80
a. Predictors: (Constant), Trust
b. Dependent Variable: Customer Loyalty
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Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 1.513 .675 2.243 .030
Trust .629 .167 .507 3.764 .001
a. Dependent Variable: Customer Loyalty
Hypothesis 2 on inspection: Brand value has an impact on customer loyalty.
H0: Brand value does not affect customer loyalty.
H₁: Brand value affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 14.168 and the significance
level is 0.001. The significance level of independent variable is 0.001 and t statistic is 3.764 and Beta is
0.37. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that brand value
has an impact on customer loyalty.
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 2.887 1 2.887 6.496 .015a
Residual 18.220 79 .444
Total 21.107 80
a. Predictors: (Constant), Brand Equity
b. Dependent Variable: Customer Loyalty
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) .882 1.238 .712 .480
Brand Equity .771 .303 .370 2.549 .015
a. Dependent Variable: Customer Loyalty
Hypothesis 3 on inspection: Customer satisfaction has an impact on customer loyalty.
H0: Customer satisfaction does not affect customer loyalty.
H₁: Customer satisfaction affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 41.088 and the significance
level is 0.000. The significance level of independent variable is 0.000 and t statistic is 6.410 and Beta is
0.707. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that customer
satisfaction has an impact on customer loyalty.
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ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 10.565 1 10.565 41.088 .000a
Residual 10.542 79 .257
Total 21.107 80
a. Predictors: (Constant), Customer Satisfaction
b. Dependent Variable: Customer Loyalty
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) .557 .547 1.018 .315
Customer Satisfaction .843 .132 .707 6.410 .000
a. Dependent Variable: Customer Loyalty
Hypothesis 4 on inspection: Monetary value has an impact on customer loyalty.
H0: Monetary value does not affect customer loyalty.
H₁: Monetary value affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 41.061 and the significance
level is 0.004. The significance level of independent variable is 0.004 and t statistic is 3.010 and Beta is
0.425. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that monetary
value has an impact on customer satisfaction.
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 2.690 1 2.690 9.061 .004a
Residual 12.173 79 .297
Total 14.863 80
a. Predictors: (Constant), Monetary Value
b. Dependent Variable: Customer Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.819 .439 6.425 .000
Monetary Value .360 .120 .425 3.010 .004
a. Dependent Variable: Customer Satisfaction
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Hypothesis 5 on inspection: operational value has an impact on customer loyalty.
H0: Operational value does not affect customer loyalty.
H₁: Operational value affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 20.316 and the significance
level is 0.000. The significance level of independent variable is 0.000 and t statistic is 4.507 and Beta is
0.576. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that operational
value has an impact on customer satisfaction.
Coefficients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 1.659 .550 3.016 .004
Functional Value .598 .133 .576 4.507 .000
a. Dependent Variable: Customer Satisfaction
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 4.925 1 4.925 20.316 .000a
Residual 9.938 79 .242
Total 14.863 80
a. Predictors: (Constant), Functional Value
b. Dependent Variable: Customer Satisfaction
Hypothesis 6 on inspection: The technical quality of the product has an impact on customer loyalty.
H0: The technical quality of the product does not affect customer loyalty.
H₁: The technical quality of the product affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 34.461 and the significance
level is 0.000. The significance level of independent variable is 0.000 and t statistic is 5.870 and Beta is
0.676. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that the
technical quality of the product has an impact on customer satisfaction.
ANOVAb
Model Sum of Squares Df Mean Square F Sig.
1 Regression 6.788 1 6.788 34.461 .000a
Residual 8.075 79 .197
Total 14.863 80
a. Predictors: (Constant), Technical Quality
b. Dependent Variable: Customer Satisfaction
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Coeffcients
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 1.363 .474 2.877 .006
Technical Quality .681 .116 .676 5.870 .000
a. Dependent Variable: Customer Satisfaction
Hypothesis 7 on inspection: The ergonomic quality of the product has an impact on customer loyalty.
H0: The ergonomic quality of the product does not affect customer loyalty.
H₁: The ergonomic quality of the product affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 5.903 and the significance
level is 0.020.
The significance level of independent variable is 0.020 and t statistic is 2.430 and Beta is 0.355. So we can
approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that the ergonomic quality of the
product has an impact on customer satisfaction.
ANOVAb
Model Sum of Squares df Mean Square F Sig.
1 Regression 1.871 1 1.871 5.903 .020a
Residual 12.992 79 .317
Total 14.863 80
a. Predictors: (Constant), Ergonomic Quality
b. Dependent Variable: Customer Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.569 .643 3.996 .000
Ergonomic Quality .356 .146 .355 2.430 .020
a. Dependent Variable: Customer Satisfaction
Hypothesis 8 on inspection: The communicative quality of the product has an impact on customer loyalty.
H0: The communicative quality of the product does not affect customer loyalty.
H₁: The communicative quality of the product affects customer loyalty.
Considering the following statistical tables, the F from the ANOVA table is 4.736 and the significance
level is 0.035. The significance level of independent variable is 0.035 and t statistic is 2.176 and Beta is
0.322. So we can approve the Hypothesis H₁ in 0.05 error level. Eventually it can be stated that the
communicative quality of the product has an impact on customer satisfaction.
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ISSN: 2306-9007 Aghdaie & Khatami (2013)
1022
ANOVAb
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 1.539 1 1.539 4.736 .035a
Residual 13.324 79 .325
Total 14.863 80
a. Predictors: (Constant), Cummunicative Quality
b. Dependent Variable: Customer Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig. B Std. Error Beta
1 (Constant) 2.687 .662 4.056 .000
Communicative
Quality
.340 .156 .322 2.176 .035
a. Dependent Variable: Customer Satisfaction
Conclusions and Recommendations.
The main goal of this research is to investigate the customer buying behavior and effective strategy that
can increase the customer loyalty, in order to research to these goals the researchers have done the research
in a form with eight hypothesis, first of all we tested the effects of brand trust, brand value and customer
satisfaction on customer loyalty, the result shows that all of those factors have Significant correlation with
loyalty which this result confirms the finding of Taylor and colleagues which was a both the effect of trust
and brand value. In this research some hypothesis also were about the elements that can influence on
customer satisfaction, analysis results of those hypothesis show Technical quality of the product is the most
important factor in creating customer satisfaction and than is Functional value and price of product.
Therefore in accordance with analysis that was conducted we recommend all of the producer and the
people who are working in the market should pay more attention on above mention factors, In order to
influence positively on customer buying behavior and in particular to increase their satisfaction and
ultimately, to develop and maintain their loyalty.
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