The effect of regional features on the relationship between the store image, the service quality and WOM: The case study of urban and rural areas in Bandar-Abbas
This study aims to investigate the effect of the mental image of the store and the service quality on WOM and also aims to compare the regional approach in rural and urban sections of Hormozgan Province. In order to fulfill this purpose, cellular phone was considered as one the most necessary and highly consumed goods with a broad market and was divided into rural and urban sections according to its regional features. The sample under the study included two groups of 384 buyers of cellular phone who were randomly selected from Banadar-abbas city and its neighboring rural areas. The data were collected through a standardized questionnaire and analyzed using Smart PLS software. The results showed that, on the one hand, in urban parts of Banadar-abbas city, the mental image of the store has a meaningful impact on the consumer satisfaction. In other words, alike the mental image of the store, the price of a product, the location of a store, its atmosphere, and the strategies it opts, and involvement in charity and social activities affect the satisfaction of customers. On the other hand, the mental image of the store in rural areas does not have a meaningful impact on consumer satisfaction. Put it differently, in these areas, the mental image does not affect consumer satisfaction and consumers are not sensitive about the store from which they buy their desired goods. Also, the effect of service quality on the consumer satisfaction has led to meaningful results in both urban and rural areas. Finally, the effect of consumer satisfaction on WOM was affirmed in both rural and urban areas.
Quarterly of Geography (Regional Planing), Volume:8 Issue:4, 2018
267 - 287
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