International journal of management sciences and economic
E-ISSN: 2345 - 673x
P-ISSN: 2345 - 222x
Investigating the Impact of Customer Satisfaction on Loyalty and Its Relationship with Market Share
Mohammad Dustar*1, Mahmoud Moradi2, Ali Einizadeh
This study tries to investigate the opinions of potential buyers of commercial automobiles and in accordance with their opinions, scientifically find the impact of customer satisfaction on loyalty and its relationship with the market share. The objective of this study is to investigate the impact of customer satisfaction on customer loyalty, the impact of customer loyalty on the automobile market share and the impact of customer satisfaction on the automobile market share.This research is an applied research which has used the descriptive-survey method. The population in the study was the potential customers in Tehran and the number of samples was 150. After specifying the sample, individuals received the questionnaire and their opinions were analyzed using statistical concepts. To ensure the validity of the questionnaire, I referred to supervisors and other experts in this field and after applying the feedbacks; the initial questionnaire was modified and then approved. The reliability of the questionnaire was calculated using SPSS equal to 0.908 which shows the reliability of the survey tools.
Finally, after data analysis using Amos program, all three main hypotheses including the impacts of satisfaction on loyalty, loyalty on market share, and satisfaction on market share were approved. Among 22 secondary hypotheses, 3 ones were not confirmed and it was found that handling customer complaints on reliability, handling customer complaints on creating the trust, and the quality of performance on automobile market share have no impacts.