THE EFFECTS OF CREATING VALUE AS ONE OF ENTREPRENEURIAL MARKETING FACTORS ON CUSTOMER SATISFACTION

چکیده مقاله

Due to the importance of customers for the success of company in making profit, firms should try to cover their expectations and needs and even going beyond their wants in order to get competitive advantage in market place through being innovative in offering higher benefit for customers’. This study relied on quantitative method to find whether there is a relationship between creating value and customer satisfaction based on “Customer Satisfaction Index”. In order to test the hypotheses, a probability sample comprising 384 customers from Iran Khodro was chosen. The results revealed that creating value as an entrepreneurial marketing has effects on customers’ product satisfaction through meeting their product expectations and their perceived value of products. But based on findings, although it can be said that mentioned creating value have impact on meeting their expectations of services and also meeting their expectations of services have influence on their perceive value of services, perceived value of services does not have effect on customers satisfaction through the case study.

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