Document Type : Research Paper
Authors
1
Department of Water Engineering and Agricultural Management, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran
2
Master Graduate in the field of wood industry and cellulosic products, University of Mohaghegh Ardabili, Ardabil, Iran.
3
University of Mohaghegh Ardabili
4
, Department of Rangeland and watershed, Faculty of Agriculture and Natural Resources, University of Mohaghegh Ardabili, Ardabil, Iran
5
Faculty of agriculture and natural resources, university of mohaghegh ardabili
10.22034/ijwp.2023.1988931.1581
Abstract
The furniture industry covers a wide range of economic activities, and attracting and maintaining loyal customers is considered the Achilles heel of this industry's prosperity. Therefore, this study was conducted with the purpose of identifying and analyzing the factors affecting customer loyalty in the home furniture industry in Rasht city. In terms of purpose, the current study is applied and descriptive-correlation type of studies, which was conducted in the field. The respondents included two groups of customers and sellers of the home furniture industry, which were sampled by random multi-stage method with proportional assignment from different parts of Rasht city. To determine the sample number of sellers (n =72) from the table of Bartlett et al. (2001) and for the sample of final customers (n =290), Cochran's formula was used (in conditions with an uncertain statistical population). Hierarchical linear modeling (HLM), K-Means clustering, diagnostic analysis and R software were used to analyze the research model. According to the results, product quality and variety were the most important indicators of customer satisfaction from home furniture industry stores. The number of times of verbal advertising, especially among loyal customers, was more important than the number of visits by the customer to the store. Also, the perceived image was very influential on customer satisfaction and loyalty. By improving the customers' perceived image of the store, their satisfaction increases with a factor of 0.875. Also, the level of satisfaction (mediating variable) was more effective than other components on customer loyalty. Providing quality measurement tools to customers, paying attention to dynamism and variety, providing incentives or special discounts, training courses and incentive benefits for personnel and developing the customer pyramid method in the store will increase the level of customer loyalty.
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