The effect of the customer's perception of the shopping center and the individual image on their loyalty and their contribution to the role of environmental moderation(Case study: HyperStar chain customers in Tehran province)

Long-term relationships with customers in different sectors, especially in the retail industry, have been accepted as a principle for profitability. Due to the growing importance of the customer and its emergence as the most important competitive advantage, it is imperative that businesses, including service businesses, take special note of the key to maintaining customers. On the other hand, the store environment as a factor influencing customer behavior is a new concept that organizations need to pay attention to. In this regard, the present study aimed to investigate the effect of customers' perceptions of the shopping center and individual image consistency on loyalty and their share of purchasing with the moderating role of the environment among HyperStar chain customers in Tehran province and a model consisting of Variables of mental image, individual image, environment, loyalty and purchasing share were designed. To answer the research question and test the relevant hypotheses, a questionnaire was distributed among 215 sample members of the study. The results of data analysis, carried out through Structural Equations and Liserel software, showed that customer image and individual image convergence have an impact on customer loyalty. Customer loyalty affects shop share. Meanwhile, the results showed that the shop environment is positively correlated with the customer's mental image and loyalty.