Effect Of Customer Perceived Value On Customer Loyalty A Case Of Anbessa Shoe Share Company Customers In Addis Ababa

This study examines the effect of customer perceived value on customer loyalty in case of Anbessa shoe Share Company customers in Addis Ababa. The study adopted a multidimensional value PERVAL scale developed by Sweeney and Soutar (2001) Quality value, Price value, Emotional value and social value constructs ware used. A quantitative research design was applied to research the causal relationship of customer perceived value to that of customer loyalty. A convince sampling technique was used to contact the sample respondents. Applying a structured questionnaire written in Amharic the researcher distributed to 423 peoples. The findings show that customer perceived value constructs Quality value, Price value, Emotional value and social value have a significant and positive effect on the loyalty of Anbessa shoe Share company customers in Addis Ababa. Based on these value constructs, the study revealed that people from different demographic background have different perceptions about Anbessa shoe products value. Accordingly to compete and get dominant position in competitive but growing market Anbessa shoe should develop products that appeal to each of their market segments

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