Assessment of Customer Satisfaction based on Customer Equity in Traditional Markets (Case Study: Tabriz Traditional Market)

Subject Areas : Journal of Value Chain Management

Karim Esgandari ¹ , Shadi Orafaye Jamshidi ^{2 *} , sheida Orafaye Jamshidi ³

1 - Assistant Professor, Department of Public Administration, Payame Noor University, PO. BOX, 19395-3697, Tehran, Iran
2 - P.h.D Candidate in Business Management, Payame Noor University, PO. BOX, 19395-3697, Tehran, Iran
3 - P.h.D Candidate in Economics, Payame Noor University, PO. BOX, 19395-3697, Tehran,

Received: 2025-03-09 Accepted : 2025-06-02 Published : 2025-07-01

Keywords: Value Equity, Brand Equity, Relationship Equity, Customer Equity, Traditional Market,

Abstract :

The purpose of this research is to investigate the effect of value equity, brand equity and relationship equity on the customer satisfaction in Tabriz traditional market. The dimensions of customer equity are determined based on the model of Lemon, Rust, and Zeitamel (2001), which includes the value equity, brand equity and relationship equity and has been examined the effect of value equity, brand equity and relationship equity on the customer satisfaction. The population of research is the customers of Tabriz traditional market which is intended unlimited. The sample size was achieved 384 people through Cochran formula. The cluster sampling is used for sampling. The data is collected by self-made questionnaire. Descriptive statistics were analyzed by using SPSS software and testing of research hypotheses and the proposed model was examined by using structural equation modeling (SEM) with partial least squares (PLS). The results of the data collected from customers of Tabriz traditional market show that dimensions of value equity and relationship equity have the positive and significant effect on customer satisfaction in Tabriz traditional market.