The Effects of Customers’ Perceived Values on Satisfaction and Consequently, on Customers’ Loyalty

Document Type : Research Paper


Faculty of Management and Economics, Sultan Idris Education University, Tanjong Malim, Perak, Malaysia


The study explored the effects of customers’ perceived value on customers ‘satisfaction and consequently on customers’ loyalty, and the actual study also aimed to determine the mediating effect of customers’ satisfaction attributes in the effect of customers’ perceived value on customers’ loyalty. However, this paper highlights the segment on the effects of perceived values on customers’ satisfaction and customers’' loyalty.  The study adopted quantitative research. Based on the pilot study, a total of 39 Chinese consumers buying and owning a car are samples that were selected by random sampling. The data were collected by using a set of questionnaires and analyzed using NIT and SPSS software. The expected findings include that: 1) Customers’ perceived value has positive impact on the customers’ satisfactions; 2) Customers’ perceived value and customers’ satisfaction has positive impact on customers’ loyalty. It can be concluded that there is a significant influence of customer’s perceived values and customers’ satisfaction and loyalty. Thus, the study provided valuable information on these three components, and it served as pointers to the stakeholders in the industry. Most important, this paper present significantly the results of the pilot study which strengthened the actual study.