Customer Loyalty Assessment-A Case Study in MADDIRAN, the Distributor of LG Electronics in Iran

Ali Dehghan, Arash Shahin

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.


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DOI: http://dx.doi.org/10.5296/bms.v2i1.628

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