In dynamic markets, manufacturers shift away from strategies defined based on goods and markets toward emphasizing abilities to quickly meet customer needs through changes in products (both internally and externally), market, and business. Ability to create value for customers requires focus on internal processes which enable organization to invest in external changes. In retail section of order fulfillment service (OFS), products are packaged in cases pushed ahead by successful producers. A major objective of the present study is to discover the relationship between retailers’ perception of OFS and to evaluate its effects on satisfaction. Satisfaction effectively creates strong ties between manufacturers and purchasers, thereby affecting customer loyalty. A survey was conducted by distributing 400 questionnaires among retailers of Pegah Company in Isfahan based on cluster sampling. In total, 350 questionnaires were analyzed using LISREL, confirmatory factor analysis, and structural equations. OFS has had significant positive effects on operational OFS. Operational order fulfillment service is, in turn, significantly effective in satisfaction. Relational OFS was found to be significantly related to satisfaction. A positive, but insignificant, effect of affective commitment on purchase behavior was found. Satisfaction had positive significant impact on affective commitment, and consequently, on purchase behavior.
کلید واژگان :Order Fulfillment Service (OFS), Relational Order Fulfillment, Operational Order Fulfillment, Loyalty, Satisfaction, Retailer, Affective Commitment
ارزش ریالی : 600000 ریال
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