Relationship between strategy information and pricing strategy with customer loyalty mediated by customer perception of value proposition in online retail platforms
Subject Areas : Futurology
Shahram Khalil Nezhad
1
,
Marjan Madanshekaf
2
,
Alireza vali
3
1 - Assistant Professor of Business Management, Allameh Tabatabai University
2 - Business Management Group. Faculty of Management and Accounting. Allameh Tabatabai University. Tehran. Iran
3 - Department of Business Management. Faculty of Management and Accounting. Allameh Tabatabai University. Tehran. Iran
Keywords: Information strategy, pricing strategy, loyalty, customer perception of value proposition, online retail platforms,
Abstract :
Nowadays, having loyal customers in online retail platforms is a crucial competitive advantage, as customer loyalty enables a business to stand firm against the advertising and marketing activities of rivals and in general the competitive environment of the platforms and at the same time stay profitable. Therefore, the purpose of this study is to investigate the relationship between information strategy and pricing strategy with customer loyalty concerning the mediating role of customer perception of value proposition in online retail platforms. The method of conducting the present study is descriptive-correlation. The statistical population of the research is customers of online retail platforms and the sample size is estimated according to Morgan table 384 samples which were selected as a sample using a simple random sampling method. The main dimensions of the research questionnaire include information strategy, pricing strategy, loyalty, and customer perception of the value proposition. Findings showed that pricing strategy has a positive and significant relationship with customer loyalty although no positive and remarkable vicinity was detected between information strategy and customer loyalty. The results also showed that pricing strategy and information strategy through the mediating variable of customer perception of value proposition have a positive and significant relationship with customer loyalty.
