Consumer perceived value, satisfaction and loyalty on agriculture brand
Researchers and managers today are focusing on customer loyalty, perceived value and satisfaction, yet little is known regarding these relationships in the agriculture food sector. This study was to examine the relationship among customer value, satisfaction and loyalty in the agriculture food sector, and to identify the relevant dimensions of consumer perceived value in the respective context. The study was carried out using the e-mail survey technique involving 305 respondents. The results showed that there was a strong relationship in customer value towards a brand and loyalty. Brand economic values seem to be more important than emotional and social values in determining customer satisfaction. The other important finding of this study was the impact of satisfaction to customers’ intention to become loyal. The more customers are satisfied with a brand, the more loyal they become, and there is a tendency to repurchase the brand. Economic value of a product is important in determining the customer loyalty to a certain brand.