Asian Journal of Research in Business Economics and Management
Year : 2012, Volume : 2, Issue : 11
First page : ( 205) Last page : ( 223)
Print ISSN : 0000-0000. Online ISSN : 2249-7307.

Assessment of customer delivered value on selected shoe companies in Ethiopia

Dr. Desta Tesfatsion Sahlu

Assistant Professor, Mekelle University, Ethiopia.

Online published on 3 November, 2012.

Abstract

The objective of this study was to assess the drivers of customer value employed by the selected shoe companies in Ethiopia. 30 shoe companies were selected on judgment basis. A structured questionnaire was constructed based on the operational definition of customer delivered value. Primary data was collected through self administered questionnaire and analyzed by using descriptive statistics. The findings on customer delivered value include that the most important variables employed by the companies related to product value consist of performance, features, variety, environmental effect of use, and technology used. The study also recommends that, among others, the companies need to focus on only such drivers of customer delivered value as are perceived important by the customers. Finally, shoe companies are provided with significant information related to the drivers of customer delivered value that will determine the level of customer satisfaction. This enables the companies to develop appropriate strategy in customer delivered value and marketing their products which in turn will pay off and enable them sustain and grow.

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