Identifying Factors Affecting Customer's Perceived Value in Chain-Stores
Author(s):
Abstract:
The aim of this study is to identify and evaluate the variables influencing consumer perceived value (CPV) in chain stores. Due to this purpose, the research uses combined methods, a qualitative method was conducted to identify variables affecting consumer perceived value and quantitative one was used to determine the relationship between variables. The statistical population of this study was customers of the branches of Shahrvand chain stores in Tehran, and the sample in the quantitative study consisted of 360 customers. For data analysis, SPSS-18 and Amos-18 software were used. To determine the variables influencing consumer perceived value, based on means-end theory, identifying customer expectations and desires related to store properties were taken into account; as a result, 10 factors were identified as the variables affecting consumer perceived value: 1. diversity, reliability and high quality; 2. the welfare of customers; 3. appropriateness of the physical environment; 4. the appropriate conduct of employees; 5. retail environment order and easy access; 6. comfort and security; 7. reasonable prices; 8. price transparency; 9. physical and temporal extent and 10. pleasurable music.
Investigation of the relationship between variables in final model showed that customer expectancies and desires related to the store characteristic had significant effects on customer perceived value (β=.91, p
Investigation of the relationship between variables in final model showed that customer expectancies and desires related to the store characteristic had significant effects on customer perceived value (β=.91, p
Keywords:
Language:
Persian
Published:
Journal of Management and Development Process, Volume:28 Issue: 2, 2015
Pages:
159 to 180
magiran.com/p1578181
دانلود و مطالعه متن این مقاله با یکی از روشهای زیر امکان پذیر است:
اشتراک شخصی
با عضویت و پرداخت آنلاین حق اشتراک یکساله به مبلغ 1,390,000ريال میتوانید 70 عنوان مطلب دانلود کنید!
اشتراک سازمانی
به کتابخانه دانشگاه یا محل کار خود پیشنهاد کنید تا اشتراک سازمانی این پایگاه را برای دسترسی نامحدود همه کاربران به متن مطالب تهیه نمایند!
توجه!
- حق عضویت دریافتی صرف حمایت از نشریات عضو و نگهداری، تکمیل و توسعه مگیران میشود.
- پرداخت حق اشتراک و دانلود مقالات اجازه بازنشر آن در سایر رسانههای چاپی و دیجیتال را به کاربر نمیدهد.
In order to view content subscription is required
Personal subscription
Subscribe magiran.com for 70 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!