| This proposed study examined perceived price as a moderating variable, which proved to be a modification to the preliminary model as defined by Chang & Wildt (1994) and later modified by Morritt (2000). As a moderating variable, perceived price moderated the five independent variables perceived rice, perceived value, perceived quality, customer satisfaction and brand name.; This research extends the preliminary model to the automobile repair industry, presenting a test of reliability of that model. The results should be useful to marketing practitioners in meeting their critical need for a better understanding customer of loyalty and to therefore directly influencing profitability. |
