Considering the effect of brand image on customer profitability based on service quality and customer perceived value
Author(s):
Abstract:
In order to achieve new opportunities for profitability, organizations should manage their relationships with customers.Despite the importance of customer profitability concept for organizations, so far this issue has been generally considered from financial management point of view and the role of marketing management in this field has not been taken into consideration as much. This study with the aim of investigating the effect of brand image on customer profitability, designed the model of customer profitability for organizations in the field of marketing.This is a developmental-applied research with the nature of descriptive-survey. Data collection tool is questionnaire that its reliability has been confirmed using Cronbach's alpha (95%). The statistical population is active firms in the field of Information Technology in Tehran that 203 companies of these based on Kendall definition have been chosen randomly as sample. Data were analyzed using structural equation modeling and the results introduce brand image, service quality, customer perceived value and customer loyalty in the field of marketing management as variables affecting customer profitability of organizations.
Keywords:
Language:
Persian
Published:
Journal of Executive Management, Volume:7 Issue: 14, 2016
Page:
13
magiran.com/p1557085
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!