The Impact of Experience on Customer Performance Outcome with the Role of Customer Attitude in Small and Medium Enterprises (Case Study: Tehran Industrial Companies)

mostafa zarenejad ashkzri¹ farid asgari² yaser gholozade atani³

1) Master of Business Administration, Department of Management, Faculty of Humanities, Takestan Institute of Non-Profit Higher Education, Iran
2) Assistant Professor, PhD in Economics, Department of Management, Faculty of Humanities, Takestan Institute of Non-Profit Higher Education, Iran
3) PhD in Mathematics, Department of Management, Faculty of Humanities, Takestan Institute of Non-Profit Higher Education, Iran

IOI Code : XDEE-FAKFZ
Publication : 17th international Management Conference(17imc.ir)
Abstract :
    Word of mouth is a free promotion in which customers who are satisfied with a business, product, service, or event share their satisfaction with others. Word-of-mouth advertising is one of the most effective methods of advertising, because people who do not benefit from advertising that object, each time they recommend a product or service, gain credibility. The purpose of this study is to understand the impact of experience on customer performance with role Customer attitude in small and medium companies in 1399. The research method is applied in terms of purpose and descriptive and survey method. The statistical population of the research is the customers of small and medium companies. 384 customers were selected based on the Cochran formula for an unlimited statistical population. The random sampling method was simple and a questionnaire was distributed among the available samples. Data analysis was performed using structural equation method and lizrel software. The results showed that the benefits of special behavior affect trust. Social interests affect trust. Communication affects trust. The benefits of special behavior affect commitment. Social benefits affect commitment. Communication affects commitment. Trust affects customer loyalty. Trust affects word of mouth. Commitment affects customer loyalty. Commitment affects word of mouth.

Keywords : word of mouth commitment trust loyalty word of mouth