Investigation Effect Perceived Value on Word-of-Mouth With the Role Mediation Customer Satisfaction (Case of : Consumers of Pars Khazar Home Appliances Products)
Subject Areas : business managementEbrahim Khademi 1 , Vahid Mirzaei 2
1 - Department of Business Management, Bojnourd Branch, Islamic Azad University, Bojnourd, Iran
2 - Department of Business Management, Bojnourd Branch, Islamic Azad University, Bojnourd, Iran
Keywords: Customer Satisfaction, perceived value, Word-of-mouth marketing,
Abstract :
Research Present With a purpose investigating the impact of perceived value on Word-of-mouth marketing With the role of mediation customer satisfaction. In terms of purpose, this was an applied research, and in terms of collecting data, it is a descriptive- survey study and of the correlational type. Statistical population of this unlimited research and Includes all consumers of Pars Khazar household appliances in North Khorasan province For Determine sample size Used Morgan table and Number 384 people were selected for the sample. The sampling method in this research has been available. A questionnaire was used to collect data.Validity of the questionnaire was approved by management professors and For the reliability of the questionnaire, Cronbach's alpha coefficients were used That coefficient for variables Perceived value (0.714), Customer satisfaction (0.701) and Word-of-mouth marketing (0.915) obtained. Collected data using descriptive statistical methods through software spss 21 and Inferential statistics using software Lisrel Were analyzed. The findings show, Perceived value has a positive and significant effect on customer satisfaction and Word-of-mouth marketing. Customer satisfaction has a positive and significant effect on Word-of-mouth marketing. also Perceived value indirectly and through customer satisfaction on Word-of-mouth marketing has a positive and significant effect.
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