LG Distributor Case Study
Business Management and Strategy ISSN 2157-6068 2011, Vol. 2, No. 1: E2
Customer Loyalty Assessment A Case Study in MADDIRAN, the Distributor of LG Electronics in Iran
Ali Dehghan School of Industrial Engineering, University of Oklahoma, USA Tel: 1-734-277-4914 E-mail: ali.dehghan3@gmail.com
Arash Shahin Department of Management, University of Isfahan Hezar Jarib St., Isfahan 81746-73441, Iran Tel: 98-311-793-2040 E-mail: arashshahin@hotmail.com
Abstract The present study attempts to contribute to the knowledge of how customer loyalty could be assessed, using survey questionnaire. After literature review and demonstration of customer loyalty concepts, a comprehensive questionnaire has been developed. A sample of customers from MADDIRAN, the distributor of the LG Electronics in Iran has been taken for study. Statistical measures and analysis such as descriptive, t-test and correlation have been used. The results imply that the proposed questionnaire could be used for recognizing categories of service loyalty, e.g. loyalty, latent loyalty, spurious loyalty and no loyalty. Some questions have been found as inter-correlated. Keywords: Customer loyalty, Questionnaire, Assessment, MADDIRAN, LG Electronics, Iran
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www.macrothink.org/bms
Business Management and Strategy ISSN 2157-6068 2011, Vol. 2, No. 1: E2
1. Introduction Loyalty has over the past decade become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management (Ball et al., 2004; Soderlund, 2006). Such loyalty might be to a brand, product, or service outlet. Loyalty is likely to lead to positive attitudes and behaviors such as repeat patronage and purchases, and positive recommendations which may influence other actual or potential customers. A loyal customer base can be a valuable asset for any organization. It reduces the need to seek new customers and is positive feedback that the organization's products and services are meeting the
Customer Loyalty Assessment A Case Study in MADDIRAN, the Distributor of LG Electronics in Iran
Ali Dehghan School of Industrial Engineering, University of Oklahoma, USA Tel: 1-734-277-4914 E-mail: ali.dehghan3@gmail.com
Arash Shahin Department of Management, University of Isfahan Hezar Jarib St., Isfahan 81746-73441, Iran Tel: 98-311-793-2040 E-mail: arashshahin@hotmail.com
Abstract The present study attempts to contribute to the knowledge of how customer loyalty could be assessed, using survey questionnaire. After literature review and demonstration of customer loyalty concepts, a comprehensive questionnaire has been developed. A sample of customers from MADDIRAN, the distributor of the LG Electronics in Iran has been taken for study. Statistical measures and analysis such as descriptive, t-test and correlation have been used. The results imply that the proposed questionnaire could be used for recognizing categories of service loyalty, e.g. loyalty, latent loyalty, spurious loyalty and no loyalty. Some questions have been found as inter-correlated. Keywords: Customer loyalty, Questionnaire, Assessment, MADDIRAN, LG Electronics, Iran
1
www.macrothink.org/bms
Business Management and Strategy ISSN 2157-6068 2011, Vol. 2, No. 1: E2
1. Introduction Loyalty has over the past decade become a crucial construct in marketing, and particularly in the burgeoning field of customer relationship management (Ball et al., 2004; Soderlund, 2006). Such loyalty might be to a brand, product, or service outlet. Loyalty is likely to lead to positive attitudes and behaviors such as repeat patronage and purchases, and positive recommendations which may influence other actual or potential customers. A loyal customer base can be a valuable asset for any organization. It reduces the need to seek new customers and is positive feedback that the organization's products and services are meeting the