پیوندهای مفید
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A Structural Model of Customer Loyalty: A case study of Isfahan Hypermarkets | ||
| Journal of International Marketing Modeling | ||
| دوره 1، شماره 2، اسفند 2020، صفحه 104-113 اصل مقاله (784.89 K) | ||
| نوع مقاله: Original Article | ||
| شناسه دیجیتال (DOI): 10.22080/jimm.2021.20755.1012 | ||
| نویسندگان | ||
| Belghis Bavarsad* 1؛ Majid Nili Ahmadabadi2؛ Somayeh Haron-Rashedi3 | ||
| 1Associate Professor, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran | ||
| 2Assistant Professor, Department of Industrial Management, University of Qom, Qom, Iran | ||
| 3MSc, Department of Management, Shahid Chamran University of Ahvaz, Ahvaz, Iran | ||
| تاریخ دریافت: 25 دی 1399، تاریخ پذیرش: 26 اسفند 1399 | ||
| چکیده | ||
| The aim of this study was to identify factors affecting the loyalty of hypermarkets’ customers in Isfahan province and, to investigate the effect of each factor. In this order, 40 factors were identified by literature review and by interviewing 50 managers, senior experts, and customers familiar with this field. The conceptual model was developed and a questionnaire was designed. A sample of 390 loyal customers was selected by cluster sampling in five hypermarkets in Isfahan province. The factors were categorized using exploratory factor analysis and SPSS software in seven dimensions. Using confirmatory factor analysis methods, SEM modeling, and Smart PLS software, analyzing the data, validating the model, and testing the hypothesis, were done. The Cronbach's alpha value for the whole questionnaire was calculated at 0.94. Results showed the positive effect of product, service quality, store convenience, the store’s atmosphere, price/value, staff, and location on customer loyalty. The greatest impact was created by “location” with a path coefficient of 0.815 and the least impact was created by “service quality” with a 0.100 path coefficient on the loyalty of Isfahan hypermarkets customers. Other factors, in effect, are product, price/value, staff, convenience, and atmosphere. All these factors can cover 90% of loyalty variance. | ||
| کلیدواژه‌ها | ||
| customer loyalty؛ Hypermarkets؛ factor analysis؛ structural equation modeling | ||
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آمار تعداد مشاهده مقاله: 202 تعداد دریافت فایل اصل مقاله: 400 |
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