Identifying and prioritizing factors that influence reapeted patronage of Etka chain-stores customers: a neural network approach

Nowadays، chain stores are experiencing a severe competitive environment. In such an environment، a growing number of customers are equipped by high volumes of information and are more risk-taking. As they tend to switch their store based on the higher value that they might receive elsewhere، as customers switching behavior has become so commonplace and has become a challenge for retailers. Thus، factors that influence the willingness of customers to repurchase will play a critical role in the performance and success of chain stores. This paper aimed to identify and prioritize the determinative factors that cause customers repeat patronage in Etka chain stores. Factors were extracted based on a thorough literature review and then these factors were modified using pre-test and interview methods. In this study، questionnaires were used for data collection. Respectively، to identify and prioritize determinative factors، correlation analysis and artificial neural networks were used. Results showed that in order of importance، quality، price loyalty program، number of service counters، store staff، shelf labels، product selection، parking facilities، home delivery، store brand، and store atmosphere are factors that determine customers’ repeat patronage of Etka chain stores. Meanwhile، young، educated and wealthy customers showed lower store repeat patronage. Finally، the paper concludes with suggestions for increasing consumer repeat-patronage of Etka chain-stores and directions for future research.