NDLI: The effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm and firm word-of-mouth: The case of Iran Air Company

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The effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm and firm word-of-mouth: The case of Iran Air Company

Content Provider	Semantic Scholar
Author	Imankhan, Niloofar Fakharyan, Meysam Feyzabadi, Sara
Copyright Year	2012
Abstract	Today's, customer to customer interactions (CCI) has attracted more attention among marketers and they believe that positive interactions are one of the most effective ways to create loyal customers. Current study tries to investigate the effect of customer-to-customer interactions on satisfaction with the firm, loyalty to the firm, and firm word of mouth in airline companies using modified service model of (2005). To collect data, a self-administrated questionnaire was developed. Population is the customers/passengers of Iran Air Company. The sample size was estimated 384 people. Data analysis was based on one-sample t-test and structural equation modeling. Results indicated that: (1) service atmospherics has a significant impact on CCI and firm satisfaction, (2) CCI has a significant impact on firm satisfaction and firm WOM, (3) firm satisfaction has a significant impact on firm loyalty and firm WOM, (4) satisfaction with the service provider has a significant impact on firm satisfaction and loyalty to the service provider, (5) there was no significant relationship between CCI and firm loyalty, and (6) loyalty to the service provider was not related to firm loyalty. Key words: Satisfaction, loyalty, word of mouth, customer, Airline Company.
Starting Page	10427
Ending Page	10437
Page Count	11
File Format	PDF HTM / HTML
DOI	10.5897/AJBM12.706
Volume Number	6
Alternate Webpage(s)	https://ww.academicjournals.org/article/article1380363397_Imankhan%20et%20al.pdf
Alternate Webpage(s)	https://doi.org/10.5897/AJBM12.706
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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