Investigating the relationship between the special value of the brand of Etka chain stores and its customers satisfaction
Message:
Abstract:
The present study aims to examine the relationship between the special value of the brand of Etka chain stores and its customer's satisfaction. Therefore, the main question the study concerns is the relationship between the special value of the brand of Etka chain stores and its customer's satisfaction. Accordingly, using random sampling procedure, the number of 385 questionnaires was distributed among the Etka employees and their families in one of its branches in Tehran, and finally, 358 of the questionnaires were analyzed through SPSS software. The results indicated that the correlation degree between the main variables of the study at 0.01 significance level equals with 0.646. The statistics of the descriptive research suggest that prioritizing the dimensions of the customer's satisfaction includes, respectively, the criteria of supporting customers, ethics and relations, the real quality of the product, the environment and the costs. Similarly, prioritizing the dimensions of the special value of the brand includes the criteria of the awareness of the brand, the perceived quality and faithfulness to the brand and association of the brand, respectively. The results, using the regression table, shows that the linear regression of the brand association, awareness of the brand and perceived quality, solely justifies 38% of the entire variations of the customer's satisfaction and the rest belongs to other variables.
Language:
Persian
Published:
Journal of Human Resources management, Volume:1 Issue: 4, 2012
Page:
79
magiran.com/p1220224  
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 990,000ريال 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.
دسترسی سراسری کاربران دانشگاه پیام نور!
اعضای هیئت علمی و دانشجویان دانشگاه پیام نور در سراسر کشور، در صورت ثبت نام با ایمیل دانشگاهی، تا پایان فروردین ماه 1403 به مقالات سایت دسترسی خواهند داشت!
In order to view content subscription is required

Personal subscription
Subscribe magiran.com for 50 € euros via PayPal and download 70 articles during a year.
Organization subscription
Please contact us to subscribe your university or library for unlimited access!