期刊名称：Journal of Agribusiness and Rural Development
印刷版ISSN：1899-5241
电子版ISSN：1899-5772
出版年度：2019
卷号：54
期号：4
页码：355-361
DOI：10.17306/J.JARD.2019.01236
出版社：Uniwersytet Przyrodniczy w Poznaniu
摘要：This research examined the impact of customer’
perceived value on CRM in Business to Business (B2B) agrochemical
agribusinesses in Sri Lanka. Customer perceived
value was measured by economical value, emotional value
and social value based on standard 36 attributes. A total of
110 respondents including distributors and direct dealers engaged
in agrochemical marketing covering all island were
interviewed. Results were obtained by both descriptive and
inferential statistics. Two mediating variables; customer satisfaction
and customer loyalty were used to find the impact of
customer perceived value on relationship marketing attributes.
Findings revealed that dealers perceived slightly higher economical
values than emotional values and comparatively low
social values. Weaker but positive correlations were found
between dealer’s perceived emotional, economic and social
values with their satisfaction and customer loyalty. Customer
satisfaction and customer loyalty had mediating effects to the
relationship of customer perceived value with CRM attributes
hence with relationship marketing. The findings provide utilizable
model for the agro chemical manufacturing companies
to enhance dealer’s perceived value that contribute to higher
dealer satisfaction, loyalty hence re-purchase behaviour and
long term customer retention.
