نوع مقاله: مقاله علمی پژوهشی
نویسندگان
1 استادیار گروه مدیریت بازرگانی، دانشگاه الزهرا، تهران، ایران
2 کارشناس ارشد مدیریت بازرگانی، دانشگاه غیرانتفاعی ارشاد دماوند، ایران
چکیده
کلیدواژهها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Regarding the importance of the customer in today's
competitive world, and considering the previous researches which
indicated the cost of attracting new customers is far more than the cost
of maintaining customer loyalty, studying the methods of obtaining
and maintaining customer loyalty in various businesses has received a
high priority. The purpose of this study is to determine the
components of store image in achieving the customer loyalty in Hyper
Star store and to clarify the causal relationship between the
components of store image and customer loyalty. For this purpose, a
model retrieved from literature has been tested by using the data
collected through questionnaires and structural equation modeling and
SPSS software. The components of store image in this research are:
merchandise, in-store services, store atmosphere and reputation. The
results showed a positive impact of merchandise and reputation on
patronage intention and customer loyalty. However, no positive
relationship was found between in-store services and store atmosphere
with patronage intention.
کلیدواژهها [English]
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