retail

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.

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.

: 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.

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.

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.

Today, the role of retailers in providing basic goods and necessities to the people is not hidden from anyone. Retailers play a significant role in meeting the commodity needs of the people and try to serve customers with higher quality and lower prices by eliminating unnecessary intermediaries. On the other hand, risks and disruptions are an integral part of the supply chain and can cause problems in the service process of retailers and face the supply chain of retailers with various challenges The most important of these are floods, earthquakes, epidemics, fires, wars, and so on. The supply chain resilience approach has been introduced to meet these unexpected challenges and improve and return supply chain performance to the state before the challenges occurred. Therefore, in this article, we have tried to design a resilience model for the retail supply chain, which can help retailers to identify the types of disorders and ways to deal with them to return to standard performance and ultimately gain a competitive advantage.

Rapid changes and widespread uncertainties in the chain store business have led managers to focus on "Scenario-based planning" rather than "Strategic planning", and "robust strategies" rather than "Optimum strategies". In this study, we tend to identify and develop plussible scenarios for the future of the chain store industry in Iran (based on a case study of ETKA Chain Stores). For this purpose, we used the Peter Schwartz scenario planning approach. We asked experts to find key factors. Also We used systematic review for find key factors. The driving forces, they were obtained from the scoring of experts. The cross-impact matrix was completed by experts We used Mick Mac software and scenario wizard for structural analysis and probability analysis. Furthermore, scenarios with high compatibility were selected. The Output of Scenario Wizard Software is four plussible scenarios included "Big Shopper", "sideline Retailer", "Virtual shopping mall," and "Mall Project". Besides, after two brainstorming sessions and considering the complicated and complex environment of chain store activities, the fifth scenario, "proprietary market" as a complementary scenario, and the sixth scenario, "dissolution" as a surprising scenario, were added to the four software output. These scenarios help managers make better decisions and actions now.

Creating great customer experience is one of the main goals of today's retail environments and doing so can provide a sustainable competitive advantage for stores. Managing the experience a customer has in dealing with the store can play a significant role in the improvement of a longer and more valuable relationship. So far there has not been much research done on the concept of customers’ experience. Therefore, this research intended to identify and prioritize the effective dimensions on the customer’s experience in retail environments. In terms of purpose, this research was an applied one, and in terms of data collection, it was a descriptive and survey type. The statistical population of the research included a group of Ofogh Koorosh Chain Store customers in Mashahd city who have purchased from this store in June 2019. From this population, a sample of 400 individuals was selected using available sampling method. The validity of the questionnaire was measured by experts as well as construct validity, and its reliability was confirmed by Cronbach's alpha. Exploratory factor analysis was used to analyze the research data and extract the dimensions. Confirmatory factor analysis was used to confirm and prioritize the identified dimensions, Shannon entropy was used in SPSS, LISREL and EXCEL statistical software respectively. The findings of the research showed that the effective factors on the customer’s experience in retail environments included 8 dimensions; in the view of the respondents, the experience of the time spent perceived was in the first rank in terms of importance.