Volume 29, Issue 5, 2020
DOI: 10.24205/03276716.2020.1135
The Effect of Perception Management on Customer Loyalty, Profitability, and Average Company Lifespan
Abstract
Longer life expectancy of a business organization is a desired quality for its stakeholders. Such a phenomenon is a result of certain factors which need to be investigated and well understood for the long-term sustainability of a business organization. The surveys applied in the research, which aims to determine whether perception management has an effect on customer loyalty, company profitability, and average company lifespan, were conducted with 100 volunteer executives in the companies located in the Bursa province. It was concluded that perception management influences the most customer loyalty and that the independent variable that affects perception management the most is company profitability. The study used statistical reasoning to test for correlations and regression. The findings show that there is a positive effect on the life expectancy of the firm.
Keywords
Business organization life expectancy, Customer loyalty, Customer perceptions, Company profits, Perception management, Company profitability