Merchandising Effect on Customer Satisfaction and Decision (Case Study: Shiraz Chain Stores)

Subject Areas : Jounal of Marketing Management

Razia Azodi ¹ , Fazlollah Kazemi ²

1 - Master of Management, Shiraz Branch, Islamic Azad University, Shiraz, Iran
2 - Assistant Professor, Business Management Department, Shiraz Branch, Islamic Azad University, Shiraz, Iran

Received: 2016-12-06 Accepted : 2018-12-07 Published : 2016-05-21

Keywords: Customer Satisfaction, Merchandising (marketing), chain stores in Shiraz, customer purchase decision,

Abstract :

The purpose of this study was to investigate the effect of Merchandising (Marketing) on customers' satisfaction and purchasing decisions in chain stores in Shiraz. The current research is applied in terms of target and in terms of collecting causal research information. In this study, using a field research method and using a standardized questionnaire for collecting data. The statistical population is all customers of chain stores in Shiraz. In this study, a one-stage cluster sampling method was used. A sample of 385 questionnaires was used for this research. The reliability of the questionnaire was confirmed by Cronbach's alpha and the validity of the questionnaire was confirmed by a number of experts from the statistical community and marketing professors. The findings of the research indicate that Merchandising has a positive effect on customer satisfaction and the positive effect of customer satisfaction on customer purchasing decision. Merchandising also has a positive and significant effect on customer purchasing decisions with the mediating role of customer satisfaction.