Title:
DO PERSONALIZED CUSTOMER SERVICES EFFECT CUSTOMER PERCEIVED VALUE AND BRAND LOYALTY ?

Authors:
Ilkay KARADUMAN, Fargol ETEZADI

Abstract:
Customer perceived value is all about customer thinking and behavior towards specific product or service while customer perception is established according to different feature of product or service such as quality, price or image of brand. However, brand loyalty is created by satisfying the customer needs as per their perception about specific brand. This research studies the effect of personalized customer services on brand loyalty with a moderating effect of customer perceived value. In this research, a detailed literature review is conducted to discuss the theoretical facts about customer perceived value and importance of brand loyalty. Then the importance and scope of customer service is also examined by focusing on major variables which are personalized customer service, brand loyalty and perceive value. Research findings indicate that there is positive relationship among personalized customer service and brand loyalty. Moreover, the moderating effect of customer perceived value on that relationship is also observed.