The Impact of Store Image on Patronage Intention and Customer Loyalty (The Case of Hyper Star Store)

Regarding the importance of the customer in today''s ompetitive world، and considering the previous researches which ndicated the cost of attracting new customers is far more than the cost f maintaining customer loyalty، studying the methods of obtaining nd maintaining customer loyalty in various businesses has received a high priority. The purpose of this study is to determine the components of store image in achieving the customer loyalty in Hyper Star store and to clarify the causal relationship between the components of store image and customer loyalty. For this purpose، a model retrieved from literature has been tested by using the data collected through questionnaires and structural equation modeling and SPSS software. The components of store image in this research are: merchandise، in-store services، store atmosphere and reputation. The results showed a positive impact of merchandise and reputation on patronage intention and customer loyalty. However، no positive relationship was found between in-store services and store atmosphere with patronage intention.