Studying the Relationship between Regular Marketing and Re-buying Behaviors in Chain Stores of Gorgan City
الموضوعات :M. T. Jalali Gorgan 1 , H. Mehrani 2
1 - MA in Business Management, Islamic Azad University, Aliabad-e-katoul Branch,
Aliababd-e-katoul, Iran
2 - Assistant Professor in Business Management, Islamic Azad University,
Aliabad-e-katoul Branch, Aliababd-e-katoul, Iran
الکلمات المفتاحية: communication, Regular Marketing, Buying behavior, Regular Satisfaction, Regular Commitment, Reward, Chain Stores,
ملخص المقالة :
In recent years, many changes have been observed in buying culture of customers and developing chain stores in Iran. Moreover, need to be more competition in business environments made necessary the stablishment of chain stores, the creation of competitive advantage and long relations to the costumers. Regular marketing is a response to stores requirement when establishing such a win-win long run relationship results in further buying behavior by satisfied and loyal customers. The reseachers used a descriptive – survey method to investigate the relationship between regular marketing and buying behavior in retail stores between all costumers of stores in Gorgan city. A structural equation applied is used to evaluate. The results indicate that the population studied is applicable. For investigating a significant relationship between the model variables and Pearson's correlation test is used to test the hypotheses. Four methods including communication, preferential treatment, personalization and reward, relationship marketing procedures are studied. The results show a significant relationship in all methods used by customers desiring to continue shopping. Also, a significant relationship is there between customer willingness to regular satisfaction and commitment. Also, there is a significant relationship between the variables of regular satisfaction and trust, trust and regular commitment, regular commitment and buying behavior.
