International Journal of Nonlinear Analysis and Applications

Investigating the effectiveness of perceived non-financial values on commitment and loyalty between distribution channels and manufacturing companies

Document Type : Research Paper

Authors

1 Department of Management, Mobarakeh Branch, Islamic Azad University, Isfahan, Iran

2 Department of Management, Institute of Market and Business, Isf.C, Islamic Azad University, Isfahan, Iran

Abstract

Decision-making regarding the method of transferring goods to the place of purchase or consumption is among the important decisions that marketing managers always face. The importance of the decisions made regarding the distribution channels is that the company has to stick to these decisions for a long time, because it takes several years to establish a distribution system, and it cannot be changed easily. This issue has caused most marketing managers to pay special attention to the effectiveness of perceived non-financial values. The purpose of this article is to investigate the effectiveness of each of the non-financial perceived values on commitment and loyalty between distribution channels and manufacturing companies. A mixed-methods approach is employed to conduct this research. The qualitative section included the identification and extraction of the most important components associated with each dimension of perceived non-financial values. In the quantitative section, an examination of the conceptual model of these factors was carried out with the two concepts of commitment and loyalty. The statistical population in the qualitative part was university professors, senior managers and experienced consultants in the field of production and distribution, and in the quantitative section, all distribution field activists were included in the distribution sector in the city of Qom. To analyze qualitative data, the content analysis method was used, and for measuring quantitative data obtained from the questionnaire, the structural equation modelling method was employed by using SPSS 26 and PLS 3 software. The findings obtained from the interview method showed that in total, there are 25 components in the form of three functional, emotional and social dimensions. The quantitative results also indicated a significant and positive relationship between the three dimensions of functional, emotional, and social performance with commitment and loyalty among distribution channels and manufacturing companies, and only the effect of some components on the aforementioned dimensions was not confirmed.

Keywords

[1] Z. H. Abdelmoety, S. Aboul-Dahab, and G. Agag, A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance, J. Retail. Consum. Serv. 64 (2022), 102796.
[2] V. Abhishek, K. Jerath, and Z.J. Zhang, Agency selling or reselling? Channel structures in electronic retailing, Manag. Sci. 62 (2016), no. 8, 2259-2280.
[3] M. Alizadeh, M. Moharramzadeh, and A. Elahi, Modeling the effect of perceived value on loyalty and purchase behavior of spectators; Case Study: Tractorsazi Tabriz Spectators, Res. Sports Manag. Motor Behav. 9 (2019), no. 17, 1-13. [In Persian]
[4] M. Arslanagic-Kalajdzic and V. Zabkar, Is perceived value more than value for money in professional business services?, Ind. Market. Manag. 65 (2017), 47-58.
[5] A. Asadi, J. Khazaei Poul, and H. Tavakoli, The effect of brand personality fit on brand attitude and value components, Bus. Manag. Persp. 16 (2016), no. 31, 49-64.
[6] E. Batzer and H. Laumer, Marketing Strategies and Distribution Channels for Foreign Companies in Japan, Routledge, 2019.
[7] J. Bian, X. Zhao, and Y. Liu, Single vs. cross distribution channels with manufacturers' dynamic tacit collusion, Int. J. Product. Econ. 220 (2020), 107456.
[8] M. Caber, T. Albayrak, and D. Crawford, Perceived value and its impact on travel outcomes in youth tourism, J. Outdoor Recreat. Tourism 31 (2020), 100327.
[9] T.H. Cui and P. Mallucci, Fairness ideals in distribution channels, J. Market. Res. 53 (2016), no. 6, 969-987.
[10] T. Daabseh and A. Aljarah, The relationship between online sale and customer value co-creation: The mediating role of e-satisfaction and e-trust, Int. J. Data Network Sci. 5 (2021), no. 2, 97-106.
[11] T.C. Dam, Influence of brand trust, perceived value on brand preference and purchase intention, J. Asian Finance Econ. Bus. 7 (2020), no. 10, 939-947.
[12] M. Doshmankosh Kour Abbaslou, S. Saebnia, and M.R. Hossein-oghi Khiavi, Investigating the effect of brand personality and perceived value on customer loyalty (Case study: Islamic Azad University, Meshkin Shahr Branch), Special. Sci. Quart. New Res. Approaches Manag. Account. 4 (2019), no. 40, 22-33. [In Persian]
[13] O. Ghanadlof, A. Sanayei, and M. Emami, Effect of customer perception on salesperson owned commitment in customer-salesperson relationship, Eur. J. Bus. Manag. Res. 6 (2021), no. 4, 137-142.
[14] B.J. Gogoi, Customer trust influencing customer perceived value and brand loyalty, Acad. Market. Stud. J. 25 (2021), no. 5, 1-10.
[15] M. Kadlubek, The essence of corporate social responsibility and the performance of selected company, Proc.-Soc. Behav. Sci. 213 (2015), 509-515.
[16] K.L. Keller and P. Kotler, Branding in B2B firms, Handbook of Business-to-Business Marketing, Edward Elgar Publishing, 2012, pp. 205-224.
[17] H.S. Kim, Incentives of competing manufacturers for collusion and coordination in distribution channels, Yonsei Manag. Res. 56 (2019), no. 1, 85-106.
[18] X. Liu, H. Vredenburg, and U. Daellenbach, The moderating effect of corporate reputation on inter-firm alliance impact on company performance, Eur. Bus. Rev. 31 (2019), no. 4.
[19] N.M. Modak and P. Kelle, Managing a dual-channel supply chain under price and delivery-time dependent stochastic demand, Eur. J. Oper. Res. 272 (2019), no. 1, 147-161.
[20] M. Mubushar, N.B. Jaafar, and R. Ab Rahim, The influence of corporate social responsibility activities on customer value co-creation: The mediating role of relationship marketing orientation, Span. J. Market.-ESIC 24 (2020), no. 3.
[21] M.M. Paran, A. Ramezani Ghotbabadi, and P. Farhadi, Investigating the effect of brand personality on customer loyalty, desire to purchase and tendency to oral advertising (Case study of Iran Khodro Agencies of Shiraz City), Commer. Surv. 18 (2020), no. 102, 25-40. [In Persian]
[22] T.M.D. Pham, On the relationship between total quality management practices and firm performance in Vietnam: The mediating role of non-financial performance, Manag. Sci. Lett. 10 (2020), no. 8, 1743-1754
[23] A. Rastgar, M. Maleki Minbashrazgah, and H. Ghazvini, The study of marketing activity in social media and customer intention affected by the mediator roles of perceived value and customer satisfaction, J. Bus. Aadmin. Res. 13 (2021), no. 26, 533-560. [In Persian]
[24] K. Rodger, R.H. Taplin, and S.A. Moore, Using a randomized experiment to test the causal effect of service quality on visitor satisfaction and loyalty in a remote national park, Tourism Manag. 50 (2015), 172-183.
[25] J. Salehi Sadagiani, F. Ghasemzadeh Gouri, and S. Bakhtiari, Investigating the impact of perceived brand value, consumer involvement and customer satisfaction on customer loyalty in the insurance industry (Case study: Saman Insurance customers), J. Bus. Manag. 11 (2019), no. 42, 143-168. [In Persian]
[26] H. Sardari and F. Khalili, Investigating the impact of the competitive market environment on marketing performance with an emphasis on the role of reverse logistics mediation in companies in Zanjan city, Second Int. Conf. New Challenge. Solutions Ind. Engin. Manag. Account., Damghan, 2021. [In Persian]
[27] A. Yousufli, V. Karimpour Khamaneh, and R. Nourozi, Factors affecting the structural decisions of the distribution network and distribution management policy in the food distribution industry, Ind. Manag. Stud. 18 (2019), no. 57, 213-234.
[28] R. P. Setyaningrum, Enhancing customer loyalty through product innovation and perceived value: A study on customers batik in Bekasi District, West Java, Indonesia, Linguist. Culture Rev. 5 (2021), no. S3, 1337-1355.
[29] H. Shi, Y. Liu, and N.C. Petruzzi, Consumer heterogeneity, product quality, and distribution channels, Manag. Sci. 59 (2013), no. 5, 1162-1176.
[30] D.A. Surjandari, D. Anggraeni, D.P. Arlita, and R.M. Purba, Analysis of non-financial determinants of company value in manufacturing companies in Indonesia, J. Akunt. 23 (2019), no. 2, 230-252.
[31] Y. Wang, J. Gu, S. Wang, and J. Wang, Understanding consumers' willingness to use ride-sharing services: The roles of perceived value and perceived risk, Transport. Res. Part C: Emerg. Technol. 105 (2019), 504-519.
[32] H. Woo, S.J. Kim, and H. Wang, Understanding the role of service innovation behavior on business customer performance and loyalty, Ind. Market. Manag. 93 (2021), 41-51.
International Journal of Nonlinear Analysis and Applications
Volume 17, Issue 6
June 2026
Pages 129-139
  • Receive Date: 16 November 2023
  • Accept Date: 21 February 2024