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Article Information:
The Effect of Customer Perceived Value on Word of Mouth and Loyalty in B-2-B Marketing
Mohammad Ali Abdolvand and Abdollah Norouzi
Corresponding Author: Mohammad Ali Abdolvand
Submitted: February 02, 2012
Accepted: February 22, 2012
Published: December 01, 2012 |
Abstract:
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The purpose of this study focuses on the role of Customer Perceived Value (CPV) in building Word
of Mouth (WOM) and loyalty at the Business to Business (B2B) context. More specifically, we examine the
proposition that customer perceived value in service providers with unique antecedents and consequences. Data
were collected in the main study by measuring the participants through face-to-face interviews and
questionnaires. The subjects were that used software service for organizational application such as accounting,
quality control and Customer Relationship Management (CRM) and etc. software. The subjects were
187organizational customers of these services. Result show that CPV is an essential factor in business to
business marketing. The present study showed that CPV influences WOM and customer loyalty and leads to
a situation in which customer in addition to act as the firm voice among colleagues and other firms, also
considers maintaining his/her interactions with firm. In relation to factors influencing customer perceived value,
corporate reputation has the most effect (Standardized Loading = 0.57) and flexibility with standardized loading
of 0.35 is the second most important factor showing importance of relationship with customers in B2B market.
Key words: Business to business marketing , company trust , corporate reputation, flexibility, information sharing, Iran,
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Cite this Reference:
Mohammad Ali Abdolvand and Abdollah Norouzi, . The Effect of Customer Perceived Value on Word of Mouth and Loyalty in B-2-B Marketing. Research Journal of Applied Sciences, Engineering and Technology, (23): 4973-4978.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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