<abstract xmlns="http://www.w3.org/1999/xhtml"><p>In conditions of intense competition, it is not enough to achieve only customer satisfaction. The marketing-oriented companies must be focused on building long-term customer loyalty. Creation and delivery of superior values are the key activities to achieve and maintain competitive advantage. This study seeks to examine how the different value dimensions of travel agencies' services affect both dimensions of loyalty: the intention of using the same services again and recommending them to others. Primary data were collected through questionnaire method. In the study, descriptive statistics, correlation and multi-point regression were used for data analysis. The results of survey point out two key dimensions of perceived value that achieve a statistically significant effect on loyalty: quality of interaction and value for money. Identification of key dimensions of perceived value as an initiator of loyalty is essential for service-oriented companies, because in this way they increase opportunities for improving business relationships with clients, in the future.</p></abstract>

In conditions of intense competition, it is not enough to achieve only customer satisfaction. The marketing-oriented companies must be focused on building long-term customer loyalty. Creation and delivery of superior values are the key activities to achieve and maintain competitive advantage. This study seeks to examine how the different value dimensions of travel agencies' services affect both dimensions of loyalty: the intention of using the same services again and recommending them to others. Primary data were collected through questionnaire method. In the study, descriptive statistics, correlation and multi-point regression were used for data analysis. The results of survey point out two key dimensions of perceived value that achieve a statistically significant effect on loyalty: quality of interaction and value for money. Identification of key dimensions of perceived value as an initiator of loyalty is essential for service-oriented companies, because in this way they increase opportunities for improving business relationships with clients, in the future.

The Influence Of Perceived Value Dimensions On Customer Loyalty

University of Kragujevac, Faculty of Econmics, Serbia

Economic Themes

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

UTICAJ DIMENZIJA PERCIPIRANE VREDNOSTI NA LOJALNOST KLIJENATA

In conditions of intense competition, it is not enough to achieve only customer satisfaction. The marketing-oriented companies must be focused on building...

The Influence Of Perceived Value Dimensions On Customer Loyalty

Published Online: Oct 14, 2015

Page range: 392 - 408

Received: Oct 21, 2014

Accepted: Dec 29, 2014

DOI: https://doi.org/10.1515/ethemes-2014-0025

Keywords
perceived value, dimensions of values, word of mouth, repurchase intention, service companie

© 2014 Srđan Šapić et al., published by De Gruyter Open

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

The Influence Of Perceived Value Dimensions On Customer Loyalty

Published Online: Oct 14, 2015

Page range: 392 - 408

Received: Oct 21, 2014

Accepted: Dec 29, 2014

DOI: https://doi.org/10.1515/ethemes-2014-0025

Keywordsperceived value, dimensions of values, word of mouth, repurchase intention, service companie

© 2014 Srđan Šapić et al., published by De Gruyter Open

This chapter is distributed under the terms of the Creative Commons Attribution 4.0 Public License.

Keywords
perceived value, dimensions of values, word of mouth, repurchase intention, service companie