Customer Perceived Value and Customer Relationship Marketing in B2B Agribusinesses: A Case of Agrochemical Market in Sri Lanka

• Autorzy: Dilukshi Rangani , Pathmanathan Sivashankar , Maheshika Rathnayake
• Języki publikacji: EN

Abstrakty

EN

This research examined the impact of customer' perceived value on CRM in Business to Business (B2B) agrochemical agribusinesses in Sri Lanka. Customer perceived value was measured by economical value, emotional value and social value based on standard 36 attributes. A total of 110 respondents including distributors and direct dealers engaged in agrochemical marketing covering all island were interviewed. Results were obtained by both descriptive and inferential statistics. Two mediating variables; customer satisfaction and customer loyalty were used to find the impact of customer perceived value on relationship marketing attributes. Findings revealed that dealers perceived slightly higher economical values than emotional values and comparatively low social values. Weaker but positive correlations were found between dealer's perceived emotional, economic and social values with their satisfaction and customer loyalty. Customer satisfaction and customer loyalty had mediating effects to the relationship of customer perceived value with CRM attributes hence with relationship marketing. The findings provide utilizable model for the agro chemical manufacturing companies to enhance dealer's perceived value that contribute to higher dealer satisfaction, loyalty hence re-purchase behaviour and long term customer retention. (original abstract)

Słowa kluczowe

EN

Business to Business (B2B); Relationships with customers; Customer value

PL

Rynek instytucjonalny; Relacje z klientami; Wartość klienta

• Czasopismo: Journal of Agribusiness and Rural Development
• Rocznik: 2019
• Numer: z. 4 (54)
• Strony: 355--361

Twórcy

autor

Dilukshi Rangani

• Sabaragamuwa University of Sri Lanka, Sri Lanka

autor

Pathmanathan Sivashankar

• Sabaragamuwa University of Sri Lanka, Sri Lanka

autor

Maheshika Rathnayake

• Sabaragamuwa University of Sri Lanka, Sri Lanka

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Identyfikatory

DOI

10.17306/J.JARD.2019.01236