The Impact of Store Atmosphere and Service Convenience on Repurchase Behavior by the Mediation of Consumer Satisfaction in Retail Chain Stores

The present study seeks to investigate the impact of store atmosphere and service convenience on re-purchase behavior by the mediation of consumer satisfaction. Field data were collected using a questionnaire of 44 items in 2017. The statistical population of this study consisted of all the citizens of Tehran who had done shopping at least once at SHAHRVAND, ETKA and KOROOSH retail chain hypermarkets. The size of the sample, selected by the random cluster sampling method, was 400 customers. The results of the research showed that the store atmosphere and service convenience indirectly affect the re-purchase behavior through the mediating role of consumer satisfaction.  Also, the impact of service convenience was considerably more than that of store atmosphere. The impact of the conflict moderator variable was rejected in the relationship between consumer satisfaction and re-purchase behavior.