摘要：Loyal customers provide firms a consistent source of revenue (repeat and increased
purchases) and for cost reduction (less promotional expenses) that leads to increased profits.
Customer loyalty is the result of successful marketing strategy in competitive markets that
creates value for consumers. This study examines the mediating role of consumer perceived
value in the marketing strategy-customer loyalty relationship. A theoretical framework is
established that is supported by empirical evidence. Based on the literature, the findings indicate
an inconsistent measure for perceived value that does not fully explain its mediating role. The
conclusion is to be valid perceived value should be measured by specific non-monetary scale
items.
