2015 · 51 citations · 0 references
BusinessMarketingMarketing ManagementCustomer Relationship ManagementMarketing StrategyRelationship MarketingCustomer LoyaltyCustomer SatisfactionCustomer Satisfaction ManagementRelationship ManagementRelationship QualityRelationship SatisfactionCommitment - Satisfaction LinkConceptual Model DevelopmentCustomer Satisfaction ImpactsCustomer Satisfaction VariablesProduct SatisfactionSatisfaction
Iran’s auto industry, the country’s second largest sector and the Middle East’s largest, ranks 12th worldwide and its success hinges on customer satisfaction and commitment, which scholars view as key to sustaining relationships. The study investigates which factors influence customer satisfaction and commitment in Iran’s auto industry. A conceptual model proposes that product quality and price affect satisfaction and commitment through relationship quality as a mediator. The model offers a valuable perspective for Iranian marketing researchers.
Iran’s auto industry is the second largest industry in Iran after oil and gas. Currently, Iran’s auto industry is the 12th largest industry in the world and the largest in the Middle-East. This indicates the important potential of Iran auto industry. Industry success is dependent on customers’ satisfaction and commitment. Marketing academicians and industry executives considered customers’ satisfaction and commitment as an organizational valuable asset. Commonly, researchers are agreed that satisfaction and commitment are the main issues for creating and maintaining relationships with customers. This paper aims to examine which factors influence customers’ satisfaction and customers’ commitment in Iran’s auto industry. A conceptual model of satisfaction and commitment in Iran’s auto industry is proposed in which quality and price of product affect satisfaction and commitment through the mediating role of relationship quality. This conceptual model may provide great perspective for Iranian researchers in the field of marketing.