Proposing a model of customer retention through value co-creation in service projects
Subject Areas : مدیریت استراتژیک
Ali Asghar Tashakkori
1
,
Fereshteh Lotfizadeh
2
*
,
Homa Doroudi
3
1 - Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
2 - Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
3 - Department of Business Management, Zanjan Branch, Islamic Azad University, Zanjan, Iran
Keywords: Customer retention, Value co-creation, Service projects,
Abstract :
Customer retention is considered one of the firms’ main concerns. In the postmodern world, clients are different in terms of their perceptions. Even clients with similar personality traits share different demands in a variety of fields. The purpose of this study is to propose a model of customer retention through Value co-creation in service projects. This research is exploratory and confirmatory, as a result of which we have used the design of mixed methods. In the qualitative section, using semi-structured interviews, we used a convenient, purposeful sampling method to collect data from 15 marketing and sales managers and their service clients. The analysis of this section was done by Nvivo 12 software. To determine the validity of the obtained findings, three methods of Cohen's kappa coefficient, stability index, and repeatability index have been used. In the quantitative section, we surveyed 384 managers of service firms in Iran using a simple random sampling questionnaire. In this section, the developed model was tested using the structural equation model and Smart PLS 3. The validity of the questionnaire was confirmed using Cronbach's alpha coefficient, convergent and divergent validity. In this research, the inputs required by the firm and the client for value co-creation were identified. The results of testing the hypotheses also showed that cooperation, willingness to continue the collaboration and perceived value have a positive effect on value-in-use. Client satisfaction and non-monetary values for the firm also have a positive relationship with customer retention.
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