Determining the Relationship between Store Image, Customer Satisfaction, Behavioral Intention and Short Distance (Case Study in Shahvand Chain Super Market of Tehran)
Subject Areas : Jounal of Marketing Management
1 - استادیار و عضو هیئت علمی دانشگاه آزاد اسلامی، واحد اراک (امیر کبیر)، اراک، ایران
2 - دانشجوی کارشناسی ارشد مدیریت بازرگانی- بازاریابی، دانشگاه آزاد اسلامی، واحد اراک، اراک، ایران
Keywords: Store image, Customer Satisfaction, Consumer behavior, behavioral intention, Retailing,
Abstract :
Purpose: The purpose of this paper is to study the relationships among store image, customer satisfaction, behavioral intentions (BI) and short distance in shahrvand chain super market in Tehran. Methodology: 300 questionnaires were distributed. Finally 290 questionnaires were collected and analyzed. Since the present study aimed to explore the relationship between store image, customers’ satisfaction, and customers’ behavioral intentions, and the proximity of shops to customers, and also to determine the influence of each factor, Shahrvand chain stores customers were randomly asked to comment on this issue. Findings: attitude to services and store ambience are positively associated with their positive store image. Besides, positive store image has a positive relationship with customers’ behavioral intentions and customers’ satisfaction. The relationship between short distance and customers’ satisfaction is significantly positive. Originality/value: Several studies have shown that, in general, store image is important to attract and retain customers. This paper depicts the specific influences of image specifically on customer satisfaction and behavioral intention. Factors related to image have been discussed as their attitudes which touch areas of organizational behavior that have been embedded in the model, contributing to the originality or the value of the study.