Study the effects of corporate entrepreneurial orientation on customer loyalty (Case Study: Broadcasting companies in the food, pharmaceutical and health in Kermanshah, Iran)

ABSTRACT: Undoubtedly, entrepreneurship in organization, has significantly share to the success and organizational promotion and On the other hand today, increased competition in the fields of the business throughout the world, and also increased in Iran than in the past and keep customers and increase their loyalty, is difficult. The purpose of this study is identified variables influencing corporate entrepreneurship orientation on customer loyalty. The studyʹs statistical population consisted of 300 marketers, and food broadcasting companiesʹ sales managers, health and pharmaceutical in Kermanshah Province which between them were selected 170 as sample with Morgan table for a period of 6 months in 2012. This study is descriptive-survey type of correlation research. For data collection, the questionnaires entrepreneurial orientation and customer satisfaction are made (Narges ImaniPour and Mahdi Zivdar) and in loyalty (Tyanksyang Shyng and Choon Lin Liu), was used. Validity of questionnaire was confirmed by a group of university professors. Their reliability also measured by Cronbachʹs alpha coefficient for the first questionnaire, 0.720 and for the second questionnaire 0.811, and the third questionnaire 0.698 was obtained. By using Spearman coefficient and stepwise regression were analyzes researched dates. Results in 0.95 showed that is positive and significant effect of corporate entrepreneurial orientation on customerʹs loyalty.