خرده فروشی

Inspiring customers enables retail industry professionals to enhance customers purchase intentions and loyalty. Given the significance of analyzing, and understanding consumer behavior in retail based on research literature, this paper aims to explore the perceived innovation of different sales channels in inspiring customers and fostering customer loyalty. This is achieved by considering guerrilla marketing strategies as a moderating variable that affects the relationship between perceived innovation in sales channels and customer inspiration across diverse sales and marketing channels in the retail industry. The research is applied in nature and descriptive-survey in methodology. The study population consisted of customers of Ronix brand tools in Tehran. The sample size was calculated to be 222 individuals using G-Power 3.1 software, and non-probability convenience sampling was employed. Structural equation modeling and Smart PLS 3 software were utilized for data analysis. The analysis revealed that the first hypothesis regarding the positive impact of perceived innovation in sales channels on customer inspiration, the second hypothesis regarding the positive effect of customer inspiration on customer motivation, the third hypothesis regarding the positive influence of customer motivation on customer loyalty, and the fourth hypothesis concerning the positive moderating role of guerrilla marketing on the relationship between perceived innovation in sales channels and customer inspiration were all confirmed. Therefore, the results indicated that there are reciprocal effects among states of customer inspiration, emphasizing the roles of perceived innovation in sales channels and customer loyalty as antecedents and consequences of inspiration, respectively.

considering the necessity of developing new services in one of the important links of the food supply chain, i.e. retail, along with the undeniable importance of a sustainable marketing approach as a tool for creating social and environmental value for brands, their customers and the general public, this research The aim was to identify and analyze factors affecting the development of food retailer services with a sustainable marketing approach..

The current research method was descriptive-exploratory, which was conducted with a combined approach (sequential, qualitative-quantitative). In the first step of the research, factors were identified through content analysis and interviews with experts, and then in the second step, through a questionnaire related to fuzzy cognitive mapping, relationships between variables were examined and scenarios were compiled with the help of FC Mapper and Pazhek software.

Data analysis resulted in a set of influential variables in the development of new services for food industry retailers with a sustainable marketing approach, the effects of these variables and practical scenarios.

Adopting a sustainable marketing approach based on the three components of strategic coherence, social interaction and ethical capabilities can create organizational benefits for food retailers as well as tangible perceptible benefits for the customer through creating value for the customer, society and the environment. to establish and lay the groundwork for gaining a sustainable competitive advantage; According to the results of the graphic analysis of the cognitive maps based on the significant impact of innovation in customer relations, new business methods as well as software and network, the activists of this industry, by paying attention to the environment and social responsibility, create value for the society and Paying attention to the physical factors and the location along with the monitoring of the government's governance and support policies can pave the way in achieving the goals related to customer attraction and retention.

The main purpose of this research is to investigate the role of online brand equity on the willingness to buy again, considering the role of visual appeal, online preference and the willingness to pay a higher price for high-tech products. This research is practical in terms of classification based on the purpose, and in terms of classification based on the method, it is a descriptive survey research. The statistical population of this research is the online buyers of Samsung mobile phones in Tehran. The sampling of this research is available and the required sample size according to Cochran's formula is equal to 384 people. The data collection tools in this research were standard questionnaires whose validity was confirmed through face and content validity and their reliability was confirmed through Cronbach's alpha coefficient and composite reliability. The collected data were analyzed through Spss and Smart-PLS software, and research hypotheses were investigated with the help of structural equation modeling. The results of the research showed that the willingness to pay a higher price has a moderating role in the effect of electronic (online) brand equity on electronic (online) preference, as well as electronic preference in the relationship between electronic (online) brand equity and willingness to buy. It has a mediating role.

One of the mass distribution channels in today's era is the chain stores that have created a great transformation in the goods distribution system. Our country has also started to develop chain stores in the country due to global developments for the past several decades, which has accelerated in the last decade. Regarding this phenomenon, there are two levels of view; The first level, which is the level of the company, which focuses on earning more income and profit through this distribution method for chain store owners, and the second level, which is the macro level, which examines the effects and results of this phenomenon in a horizon higher than the profit of the company and seeks The analysis of the issue is from the perspective of marketing policy, which considers national and public interests. In this research, at the second level of analysis, we seek to identify and analyze the positive and negative consequences of the development of chain stores in the country. In this context, there are different views that will result in agreeing or disagreeing with the development of chain stores in the country. In the first step of this research, positive and negative consequences were identified.

The purpose of this research in the first stage was to examine the mediating role of customer commitment on the relationship between customer's experience and engagement behaviors, and in the second stage to investigate the relationship between customer experience components on commitment and customer engagement behaviors and commitment on customer engagement behaviors. This research is applicable and of a descriptive-survey type. The statistical population of this research was all customers of Ofogh Korosh stores in Isfahan city, the sample size was determined based on Cochran's formula for an unlimited population of 384 people; and for greater certainty, 429 questionnaires were collected and analyzed. A simple random method was used for sampling, and a questionnaire was used to collect data. Also, the reliability of the research was evaluated and confirmed through Cronbach's alpha coefficient. In order to test the hypotheses, the structural equation model and Smart PLS version 3 and SPSS version 19 software were used. Data analysis showed that there is a significant relationship between customer experience and customer engagement behaviors with the mediating role of customer commitment. There is a positive and significant relationship between the components of customer experience (cognitive, emotional, physical/sensory, and social) with customer commitment. In addition, there is a positive relationship between customer commitment and customer engagement behaviors. There is a significant relationship between customer experience components (cognitive, emotional, physical/sensory, and social) with customer engagement behaviors (acceptance, cooperation, feedback, helping others, and positive word-of-mouth advertising). Therefore, by focusing on providing positive customer experiences that strengthen commitment, organizations can drive engagement behaviors and cultivate a loyal customer base.

To achieve the full potential of digital transformation, retail companies must use digital platforms to drive significant innovation in the retail industry. Millions of people participate in retail platforms. But a holistic model that explains the formation of consumer value co-creation intentions in such platforms is less available. Considerable research points to the proactive roles consumers play in the creation of value for companies. The concept of co-creation was an extension of the idea. Developed by researchers interested in user driven product innovation. As the co-creation efforts they studied demonstrated impressive increases in value, the phenomenon garnered considerable attention outside the innovation field in which it spread to marketing and, more recently, to branding. In the case of branding, co-creation expands to embrace other stakeholders than consumers. Merz and Vargo, Christodoulides and Gregory have all equated co-creation with the era of stakeholder-focused branding, with Merz and Vargo calling co-creation ‘a new brand logic’. Meanwhile, Ind and Bjerke defined stakeholder participation in brand co-creation as an issue of brand governance, largely because it implies that organizations share control over their brands with stakeholders. These studies indicate that co-creation resonates with an ever-increasing number of scholars who take the view that brand meaning and value(s) emerge from stakeholder engagement with a company. However, in spite of the importance these researchers place on considering all stakeholders to be co-creators, the only stakeholder groups branding researchers have empirically examined thus far have been consumers and marketers. Thus, the work of describing how brands are co-created with their stakeholders has barely begun. The purpose of this study was to develop and test a holistic model that explains the formation of customers' value co-creation intentions in Iranian retail platforms.

Since these indicators have a large measurement error, using a conventional regression model may lead to an estimation error. As a result, the structural equation approach, which is able to process measurement errors in addition to determining the structural relationships between hidden variables, is a more suitable option for the present study. Therefore, in order to analyze the data, Smart PLS software and the method of structural equations were chosen.

Relying on the relationship quality theory literature, value co-creation literature and relationship marketing literature, we proposed a theoretical model that explains the formation of customers' value co-creation intentions. We analyzed empirical data collected from 101 customers on the Digikala platform using structural equation modeling and confirmed 7 out of 10 hypotheses.

The results show that in retail platform, trust and satisfaction influence value co-creation intentions, however, commitment does not influence value co-creation intentions. Our study contributes to the sharing economy literature by providing a comprehensive model of the antecedents of consumers' value co-creation intentions.

In this research, the impact of customer perception of compliance with the ethical principles of electronic retailers on the online shopping experience and customer satisfaction has been investigated.

This research is considered practical in terms of its purpose and according to the data collection method, it is classified as a survey. The statistical population of the research is made up of customers of Digikala (customers whose details are registered in the customer club list of this store) in Tehran city, according to the statistical population, the statistical sample size is 313 people, which was extracted by G*power software. Research data were also collected through a random sampling method, using an electronic questionnaire. The distributed questionnaire contained 49 questions with a 5-option Likert scale, whose data was analyzed with SPSS and Smart PLS software.

After examining the data, all the hypotheses considered by the researcher were confirmed, except for the effect of online experience on customer satisfaction, which was rejected.

The results of this research show that consumer perception of retailers'ethics has an effect on ethical beliefs, online experience and customer satisfaction. Ethical beliefs also affect the online experience, and customer satisfaction, and customer satisfaction is affected by the experience of service convenience.

Today, artificial intelligence has brought about huge changes in the digitization of the supply chain in the retail industry. Previous researches have identified some of the applications of artificial intelligence in the retail industry, but the list of known applications is not comprehensive and has not been prioritized. Since it is important to assess the possibility of success in adapting to the challenges of this field. The aim of the research is to identify and prioritize the applications of artificial intelligence in supply chain 4.0 in Iran's retail industry, which have less implementation challenges.In this research, first of all, the articles on the use of artificial intelligence in the 4.0 supply chain in the retail industry have been reviewed using the meta-combination method, and the challenges have been identified using the Denap method and the prioritization of applications has been determined using the Aras method.The results show the applications of providing personalized recommendations, the integrated and intelligent system of warehouse management, the intelligent system of welcoming customers and the challenges of regulatory complexity in the implementation of artificial intelligence system, the high cost of IT infrastructure, the unavailability of suitable ways to train chatbots from the highest have priority.

Retailers need to identify the positive and negative price experiences of customers in retail stores with multiple channels and more importantly, they need to manage these positive and negative price experiences. So, in this research, the Customer Price Experience management in multiple channels is discussed. This research was conducted with a single qualitative approach, interpretive philosophy and theme analysis. The statistical population of the research includes clients of managers and professors of marketing and pricing of retailers. The sampling method is targeted and selective sampling method with maximum diversity. MAXQDA 2020 software has been used to extract 11 and 15 main themes in offline and online shopping, respectively. According to the findings, the codes of freedom of action (main theme: improving seller bias) (5 referrals) and real discount (main theme: enhancing loyalty/pleasure/saving) (4 referrals), in the offline channel, and images codes with quality/genuine (main theme: improving risk) (6 referrals), comparing similar goods (main theme: improving non-comparability) (6 referrals), in the online channel the most frequent in terms of the number of references, based on the way classification There have been works to improve negative price experiences and ways to enhance customers' positive price experiences in multiple channels. These codes are the result of the researcher's deep involvement with the research subject of the researcher's studies and notes (memos) in the research process.

: The purpose of this research is to provide a model that identifies the dimensions of social media marketing in chain stores based on economic and religious factors, and specifies their relationships and the sequence of actions.

Accordingly, qualitative data were collected from 23 marketing and social media experts using the foundation data theory strategy. For data analysis, MaxQDA software was used to accurately perform three stages of primary, central, and selective coding.

Findings show that the social media marketing model can be checked and implemented in chain stores with six axes. These six axial codes are determined based on the axial coding paradigm introduced by Boehm (2004). The first variable that drives this type of marketing is the influencing factors, which are explained in four dimensions, including structural, managerial, store-related, and social media-related factors. After that, social media marketing in chain stores is discussed as a central phenomenon that covers the three dimensions of advertising, communication and electronic word-of-mouth promotion.

Contextual and interfering conditions that include a competitive atmosphere and globalization, as well as the governing context that contains religious and economic factors, affect social media marketing strategies. In the end, it is the marketing, economic and human resource measures that in the form of strategies lead to the formation of social media marketing outcomes. These outcomes include marketing, economic, and user-related consequences.

Many shoppers' decisions are made at the point of sale. Therefore, influencing shoppers at this stage has become very important for retailers and manufacturers. The concept of in-store marketing, which has become popular in the global retail literature in recent years, refers to the use of various in-store tools. The purpose of this research is to provide a framework for the various in-store marketing tools and to identify the most commonly used in-store marketing tools.

Considering the scope of in-store marketing, the purpose of this study is to identify the range of in-store marketing, draw a comprehensive framework and identify the most widely used in-store marketing tools.

scientific databases were searched for keywords related to in-store marketing. The identified articles were reviewed in 2 stages and finally, 95 articles were used for the final research. The current research is a domain-oriented review.

First, the concepts related to in-store marketing, which include promotion, merchandising, visual merchandising, displays, atmospherics, and signage, were defined and the research areas in these cases were examined. Then, the similarities and overlaps between these concepts and in-store marketing were highlighted, and finally, the most commonly used in-store tools were presented.

in-store marketing is a broad concept that encompasses various tools, and understanding its different dimensions is very important for researchers and retailers.

The purpose of the current is research Designing a retail space model and self-concept, customer consumerism with a Grounded theory approach And research is inductive in nature and qualitative in method And the data collection tool is a semi-structured interview And the researchers used a set of non-probabilistic purposive sampling methods to select the sample And data collection continued to the stage of theoretical saturation And 14 interviews with experts and university professors and experienced managers in the field of management were conducted And the approach used in the research is grounded Theory technique and Coding done in 3 stages of open coding, axial coding and selective coding In open coding, the categories and concepts extracted from the interviews were listed And similar categories were grouped into main categories And in the axial coding of the extracted categories With the axes of causal factors, the contexts of strategies and intervening measures, facilitators and deterrents and outcomes were analyzed and In selective coding, the type of relationships between criteria and sub-criteria was presented in the form of a grounded theory paradigm and Max QDA software was used to analyze the data. The results show that in the causal factors of the design of the external area in the central factors of the interior environment of the store In the factors background, Individual demographic psychological and social cultural characteristics of the customer In strategies, management factors of store products and support activities Facilitating and inhibiting factors were identified in the interferer and customer consequences and store consequences were identified in the consequence factors.

Achieving customers satisfaction and profitability and understanding the social and environmental problems and analyzing the environmental and social impacts of the products and services presented is the foundation of sustainable marketing in the food supply chain due to its special nature and role in the industry in sustainable development is specifically emphasized. Thus the aim of this study is providing a framework for the development of new retail services in the food industry with an emphasis on sustainable marketing.

The present study is based on an interpretive paradigm that has been exploratory oriented and it is in the form of developmental research based on the systematic grounded theory has collected data using semi-structured semi-in-depth interviews with 16 experts and Coding is done in three open, axial, and selective levels with MaxQDA software.

Based on the codings performed, the indicators and components are presented in the form of a conceptual model and the model is explained after validation and reliability confirmation.

Based on the obtained model, new product development as the main phenomenon by using sustainable marketing strategies focused on strategic solidarity, social interaction and ethical capabilities can be in the headstock of contextual factors while considering the effects of intervention variables such as human resources, Business structure, and internal communications as well as causal variables such as fundamental changes in the market environment and the world of competition in addition to long-term profitability led to value creation for the customer and society and also in a higher step to protect the environment and promote individual and Organizational social responsibility.

This research’s main aim is to design a template for the outcomes of setting up a pop-up store in the retail industry of fast-moving consumer goods. With regard to purpose, it is an exploratory-applied study conducted through a mixed qualitative-quantitative approach; in the qualitative section, the conceptual model of the research was designed and developed with 6 categories, 42 concepts and 702 codes by relying on Glaser Foundation’s data theory and using open, axial, and theoretical coding strategies while conducting fourteen deep semi-structured interviews with some chosen managers and experts of active businesses in the fast-moving consumer goods industry as well as using the targeted judgmental sampling method to achieve the theoretical saturation point. In the quantitative section, based on the designed concepts, a questionnaire consisting of 129 sayings, compilation and statistical population; managers and experts of marketing, branding, sales, advertising, product development and communication with the customers of commercial companies of the fast-moving consumer goods industry; is conducted. Through targeted random sampling method, 445 questionnaires will be distributed among them, 352 of which will be analyzed. To analyze the quantitative data and confirm the template, Multi-level Confirmatory Factor Analysis and One Sample T-Test through the Smart PLS software have been used to check the specified questions of the research in accordance with the conceptual model. The results of Confirmatory Factor Analysis confirm the concepts and categories detected in the format of the proposed research template. Furthermore, Goodness-of-Fit Indexes demonstrate that the data and the structure of the research’s designed template have a good fit and are approved.

Online shopping is considered as one of the new ways of buying and selling in non-physical online businesses which is the result of rapid growth and increasing use of computer technology that makes businesses sellers and buyers communicate more effectively through the Internet which makes the exchange process more efficient. The purpose of this study was to provide a framework of factors affecting online shopping in online businesses using the thematic analysis method. In order to conduct the research, a qualitative research approach using semi-structured interviews with online businesses entrepreneurs have been used. The sample size consisted the logic of theoretical and Purposive sampling and the achievement of theoretical saturation included a total of 12 people. Data coding was performed using MAXQDA software. Findings indicate that the effectiveness of online shopping online businesses is determined with 9 factors and 45 components (website infrastructure factors, marketing factors, online shopping experience, political factors, technology-transportation factors, economic factors, security and risk, Social factors and consumer characteristics).

Increasing sales profits and inventory control leads to productivity in the retailing industry. To minimize inventory costs and reach an optimal order quantity, it is essential to develop a mathematical model for inventory control that is suited to industries. It is a common practice in the retailing industry to consider the shelf space for storing perishable products without taking the warehouse space into account. This study intends to address the issue and touch upon selling high-profit products and signing total minimum commitment contracts with suppliers in order to optimize total costs in the order time.

Reviewing the literature comprehensively, the authors could identify the effective parameters of the model through desk research. On the basis of the defects found, a model was proposed for inventory control considering the new limitations. The particle swarm optimization algorithm was used in MATLAB in order to reach an optimal response in the problem-solving process and a time series analysis was performed by Minitab for demand forecasting.

The proposed model can have applied implications for the industry. The results from the numerical analyses of the model revealed that an effective change in product face and a total minimum commitment contract with suppliers reduce the costs during the planning period. However, using both of them doesn’t always deliver favorable results. When a total minimum commitment contract is signed with the supplier and a change is made in the product face, it is necessary to reconsider the extent of commitment.

This study addressed the utility obtained from the effects of product face changes on the number of demands and number of orders together with total minimum commitment. The quantity of orders was considered according to the shelf space limitations in order to lower the costs. Results showed that the methods adopted to boost sales and lower costs can be profitable for retailers.

The purpose of this study is to evaluate the feasibility of creating a retail store network with a franchising approach. In this research, using the library method, the effective factors in the pricing strategy have been identified. 35 factors were identified and confirmed in fuzzy Delphi technique. Finally, 8 criteria and 35 sub-criteria were evaluated and prioritized in network analysis and fuzzy dimethyl techniques. In this study, a pair of questionnaires were used. The statistical population of the present study includes all experts and managers. A community is used in the Delphi and ANP stages. According to the research method, snowball sampling method has been used. The number of sample members was 10. In the first stage, in three Delphi rounds, 35 criteria were approved. Identified factors include: scoring characteristics, service quality, contract terms, scoring characteristics, communications management, legal and regulatory factors, technology and communications, and environmental characteristics. Based on the results, legal factors and regulations were among the highest criteria among the main criteria.

Social experience as an interdisciplinary subject in the field of economic and social sciences has a valuable function in evaluating the performance of businesses in interaction with customers. In the store sales department, customerschr(chr('39')39chr('39')) social experience has been considered by marketing researchers as an important factor in gaining a competitive advantage. This study investigates the role of different levels of customer density (focusing on Low density) on the social experiences of customers in shopping centers and malls trip. This study uses a qualitative phenomenological approach to examine the lived experience of professional participants in referring to shopping centers and malls. Participants were selected from professional clients to stores located in shopping centers using the snowball method. Data were collected using 15 in-depth and semi-structured interviews and continued until the data were saturated. Data analysis was performed using the content analysis method in three levels of open coding, subtopics extraction and finally obtaining the main themes of the research with the help of Atlas software. At the data analysis level, concepts and categories (sub-themes) and main themes were extracted through the process of continuous data comparison. Result of the research included 21 sub-themes along with their positive and negative aspects. All sub-themes were classified into 8 main themes (multi-purpose urban destinations, behavioral interaction with sellers, social communication, personality approaches, and customer similarity levels, brand trustworthiness, social influence of high density, and customer social experience of low density).

Given the development of smart retail in the business environment, the acquisition of smart technologies by retailers seems inevitable, and in this regard, the choice of these technologies in the retail industry is influenced by the characteristics of technology and organizational capabilities. This research has been conducted with a mixed exploratory approach to identify intelligent retail technologies as well as the requirements and factors affecting the selection of these technologies in Refah chain stores in Shiraz. In the first part of this study, by a systematic review of the background, intelligent retail technologies and their selection factors were identified, and then, based on the opinion of experts, the technology selection criteria were weighted with the best-worst technique. Finally, the identified technologies are prioritized based on the mentioned criteria and using the TOPSIS technique, and as a result, 26 criteria (in 7 areas) and 23 intelligent technologies were identified. Therefore, the ability to provide information to the customer, the impact on the convenience of customer selection, technology costs, and the IT infrastructure of the stores have been presented as the most important factors in choosing smart technologies. Also, smart display technologies, interactive information terminals, mobile applications, digital signage, and electronic shelf labels were identified as the best options for smartening Refah Chain Stores.

According to growing needs of customers and the development of the retail industry in recent years and given that retail is one of the dynamic sectors of the economy, recognizing the drivers of increased productivity and success of the retail sector can be one of the important concepts in economy. In this regard, the purpose of this study is to identify the factors affecting the success of retailers in Shiraz as a multicultural society and determine the priority of these factors by obtaining the views of various stakeholders, including: customers, employees and managers of retailers as well as academic experts. In this study, 10 of Ofogh Kourosh stores in Shiraz were randomly selected and evaluated as a case study and by determining the research model and determining the effective criteria in the success of retailers, first, with the opinion of academic experts, the weight of the importance of each of the responsible groups was determined. Then, using the PROMETHEE method, the criteria were prioritized, which among the various factors affecting the success of retailers, the factors of "price" and "quality" were the highest priority, and the factors of "services" and "brand image" were the lowest priority.