The relationship between the store image and service quality perceived value and the customers purchase intention
Subject Areas : marketing
Reyhaneh
khizab
1
(Department of Management, Faculty of Management and Accounting, Islamic Azad University, Aliabad Katoul. Iran)
Mohammadreza
Hosseini
2
(Department of Management, Faculty of Management and Accounting, Islamic Azad University, Aliabad Katoul Branch. Iran)
Zeynab
Montazeri
3
(Department of Management, Faculty of Management and Accounting, Islamic Azad University, Aliabad Katoul, Iran)
Keywords: Service Quality, mental image of the store, customers' purchase intention, trust.perceived value,
Abstract :
The aim of the present research was to investigate the relationship between the mental image of the store and the purchase intention of customers with regard to the mediating role of service quality, trust and perceived value in agricultural implement sales agencies in Gorleston province. The current research was done using descriptive/survey and correlation method. The statistical population of the research of customers of all agricultural implement sales agents in Gorleston province was determined as the volume of 384 people and the sampling method was cluster. The research data was collected by library and field method and the instrument used was a standard questionnaire. The reliability of the questionnaires was calculated and confirmed using the Cronbach's alpha method, and the validity of the instrument was confirmed using the content validity method. Also, data analysis was done using the structural equation modeling method and with the help of Lisrel software. The research results showed the significance of all the hypotheses and the research hypotheses were generally confirmed.
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