Document Type : Original Article
Authors
1
Department of Service and Trade Ecosystem Management, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran.
2
2. Department of International Commerce, Faculty of Commerce and Trade, College of Management, University of Tehran, Tehran, Iran. Tehran, Tehran, Iran.
3
Department of Accounting, National University of Skills (NUS), Tehran, Iran.
4
Department of Public Administration & Public Affairs, University of Tehran, Farabi Campus, Qom, Iran.
Abstract
Over recent years, the automotive industry in Iran has undergone tremendous growth with the latest products and initiatives, the industry has become quite competitive, and the trend towards responsibility for the benefit of customers has increased in consumption and in their purchasing behavior. Social responsibility is the achievement of business success through respect for the ethical values, people, society, and the environment. In this context, customer satisfaction is considered as the perceived value between previous expectations and the actual performance of the product after consumption. The perceived value is also the consumer's overall assessment of the desirability of a product based on the perceptions of what it receives and pays. Accordingly, the aim of the present study is to evaluate the effect of corporate social responsibility on customer satisfaction and the perceived value of the luxury cars in Iran. The statistical population of this study includes people who own luxury cars, of whom 384 were randomly selected. In order to collect required information, standard questionnaires and structural equation modeling was used in order to analyze the data. The findings of the study indicate that perceived value is the result of customer satisfaction, which shows that satisfied customers have a more favorable perception of the value of the product. In other words, increasing customer satisfaction increases perceived value; therefore, not only does perceived value lead to customer satisfaction, but satisfaction can also help in the perception of value.
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