Abstract

The aim of the article. The purpose of this research is evaluating of the relationship between the consumer rights and buyers-seller communications. The results of the analysis. The results of research indicated that the most important rights of consumers are: manufacturing regulations (pre-purchasing stage), confidence (in-purchasing stage) and packaging (post-purchasing stage). Also, the research findings showed that the mentioned rights affect the relational marketing. Also to respect the consumer rights increase their commitment to the company and to reduces the conflict between seller and them. According to research’ findings, the effects’ results of pre-, In – and post-purchase dimensions on the companies’ performance show that the dimensions relevant to pre-purchase factor has maximum effectiveness on the performance. Also the higher effectiveness rate are related to pre- and while-purchase elements respectively. In the model, it can clearly be seen that in each of the studied factors, productive regulations, confidence and packaging have devoted extreme effectiveness to themselves. Conclusions and directions of further researches. Regarding to the consumers’ expectations level in life affairs, in order to attract satisfaction and protection of consumers’ rights and enhance purchasing process facilitation, the managers of companies must investigate the new way of consumer rights. In the competitive environment, customer satisfaction is main factor of successfulness in many of the companies and in the various researches. It has mentioned to relationship of customer satisfaction with face-to-face interaction, loyalty, repeat of purchasing and enhancing of companies profitability.

Keywords: consumer, consumer rights, buyer-seller relations, purchasing stages, developing countries

JEL Classification: D11, M31.

Cite as: Shafei R. & Shafei, F. (2016). Effect of consumer rights on improvement of the buyer-sellers relationships in developing countries firms. Marketing and Management of Innovations, 3, 95-108. https://doi.org/10.21272/mmi.2016.3-08

This work is licensed under a Creative Commons Attribution 4.0 International License

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