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:: Volume 4, Issue 14 (Autumn 2016) ::
3 2016, 4(14): 37-49 Back to browse issues page
The Effect of Market Orientation on Customer Loyalty with an Emphasis on Service Quality in Water Parks
Abstract:   (4734 Views)

The aim of this study was to design a model of the effect of market orientation on customer loyalty given service quality mediating variable. The study was application in terms of aims and data collection was descriptive survey. The statistical population consisted of customers and staff of water parks in Iran. 230 staff and 250 customers of 6 water parks in Iran were selected by stratified random sampling method. A questionnaire with confirmed content and face validity and reliability=0.79, interviews, observations and library study were used to collect data. For data analysis, SEM method with AMOS 18 and SPSS 22 were used. Findings showed that all values of fit indexes in the model were accepted and the model fit was confirmed. Result showed that market orientation had no direct and significant effect on customer loyalty, but it had a significant effect on service quality. In addition, service quality can play a mediating role in the relationship between market orientation and customer loyalty. Water parks managers are recommended to design marketing strategies in accordance with the goals and pay specific attention to service quality and its improvement.

Keywords: customers, loyalty, market culture, market orientation, service quality, water parks.
Full-Text [PDF 547 kb]   (2243 Downloads)    
Type of Study: Research | Subject: Special
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The Effect of Market Orientation on Customer Loyalty with an Emphasis on Service Quality in Water Parks. 3 2016; 4 (14) :37-49
URL: http://ntsmj.issma.ir/article-1-806-en.html


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Volume 4, Issue 14 (Autumn 2016) Back to browse issues page
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