Explanation the Retail Mix Model in Field of Chain Stores Using a Mixed Approach

one of the most important goals of chain store managers is to maintain the loyalty of customers and to repeat their purchase behavior so that they can increase their profitability in this competitive area and create special store brand value. The main goal of this research is to explain the retail mix model in chain stores in the country. The present study is exploratory-applicative in terms of its purpose and has been carried out using a mixed (qualitative-quantitative) approach. In the qualitative part, using thematic analysis method and three stages of open, central and theoretical coding, 25 experts and managers of the country’s retail industry were interviewed, who were selected by a judgmental and non-probability method, until reaching the theoretical saturation point. The conceptual model of the research was designed and compiled with 334 initial concepts, 24 categories and finally 7 main themes. In the quantitative section,according to the designed categories, a researcher-made questionnaire containing 36 items was compiled and distributed among the statistical population, consisting of the customers of Shahrvand stores in the cities of Tehran and Karaj. Finally, 386 completed questionnaires were analyzed and examined. After verifying the validity with the exploratory factor analysis method and reliability by Cronbach’s alpha, the verification questionnaire and its results were analyzed based on the confirmatory factor analysis test using AMOS software. The results indicate the confirmation of the concepts and categories identified in the form of the proposed research model.