Abstract
Today, more than ever we see an increase in the importance of customer-orientation, and it's consideration as an important competitive advantage of organizations and its role in business success and development. The aim of this study is to survey a development of customer-oriented culture in chain stores, and also to discuss the relationships between the dimensions of customer value, perceived value, customer satisfaction, brand loyalty and repurchase intention. This study is based on a survey research, and the statistical population is consisted of customers a famous chain store in Tehran, and the selected samples are 390 persons from those customers. The data collection tool was a questionnaire and Confirmatory factor analysis and structural equation modeling techniques have been used to analyze the collected data. The results show that in consider chain stores, customer value affects on the Customer satisfaction. Moreover, it shows that customer satisfaction also affects brand loyalty. And at last it reveals that the proposed model explains the relationships between aspects of customer value, perceived value, customer satisfaction, brand loyalty and repurchase intention in an effective way.
Highlights
Today, more than ever we see an increase in the importance of customer-orientation, and it's consideration as an important competitive advantage of organizations and its role in business success and development
N.A.Dehghan / SJM 10 (2) (2015) 173 - 188 conditions and the traditional distribution system, the government decided to launch a set of modern chain stores to improve the status of distribution and to prevent turbulence in the market
In Iran, in the field of academic, activities conducted on the topic of customer loyalty and its role in repurchasing has been limited in number; whereas addressing issues regarding customer-orientation and customer loyalty and providing appropriate models and structures for it in service businesses including chain stores is considered a necessity
Summary
Chain stores have grown rapidly and it has been several years since they are included among the main priorities of the Ministry of Commerce on the reform of the distribution system. In Iran, in the field of academic, activities conducted on the topic of customer loyalty and its role in repurchasing has been limited in number; whereas addressing issues regarding customer-orientation and customer loyalty and providing appropriate models and structures for it in service businesses including chain stores is considered a necessity. Scholars of management and marketing recommend customer care and proper ways of understanding its values, which among its benefits, the increase in income growth (for increasing customers satisfaction), reduction in selling and distribution costs, and minimizing the costs of supporting, can be mentioned (Elahi & Heydari, 2006). Consumers are not just looking to buy a product; they want their values to be considered. One of the major concerns for every store is to use marketing tactics to increase customer's satisfaction and to force them to buy again
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