Identifying and Determining the Main Factors of Location of Chain Stores Using Interpretive Structural Modeling (ISM) Technique

In recent years, the lack of a standard framework and the lack of a proper planning for the location of chain stores have caused most of these commercial locations not to be located according to defined standards; instead of scientific and knowledge-based work, it is mostly arbitrary. On the other hand, in most cases, the method of replacing stores in decision-making institutions is done with traditional methods and without scientific justification, and it is rather experimental and subjective. As a result, difficult access for customers and low sales and profitability have been among its consequences. Therefore, today, one of the reasons of the failure of chain stores is the lack of proper location in this area. This research is descriptive in terms of purpose and applied in terms of results. In this study, the factors affecting the optimal location of chain stores were graded using interpretive structural modeling. The geographical territory of this research is Guilan province. Considering the importance of recognizing the effective factors in the optimal location of chain stores, in this study, first, by reviewing the literature and research background, important factors were identified based on the use of experts in the field of marketing and urban geography; out of about 45 effective factors,17 main ones were identified. In the next step, using a new analytical methodology called “interpretive structural modeling,” the relationships between the dimensions and indicators of the process are determined and analyzed in an integrated manner. The results of interpretive structural modeling showed that the indicators of demographic characteristics of the region, economic factors of customers, and market attractiveness are in the sphere of influence. These indicators have high influential power with minimal dependency which broadens an understanding of the other indicators. This study presents a model for determining the causal relationships among the variables affecting the location of chain stores. The results of this study help investors and decision-makers in urban geography to choose the most appropriate path for the development of chain stores.