Design and validation of the customer mental image model of the store with a mixed exploratory approach

The mental image of customers of a store plays very important consequences in the survival and competitive advantage of these businesses. The present study also aimed to design and validate the model of customers' mental image of the store with a mixed exploratory approach in the Hyperstar store in Tehran. This research is applied-developmental in terms of purpose, and in terms of its nature and form of implementation, it was done in a descriptive-survey manner. The statistical population of this research includes theoretical experts (professors of marketing management) and experimental experts (managers of Hyperstar stores in Tehran) and customers of Hyperstar stores in Tehran. Sampling was done using theoretical sampling method and finally theoretical saturation was achieved with 10 people. Then the researcher-made questionnaire was randomly distributed among 384 customers. The data collection tools are semi-structured interviews and questionnaires. In order to analyze the expert interviews, the grounded theory method and MaxQDA software were used. Validation of Nair model was done by partial least squares method and SMART PLS software. Based on the research paradigm model, customer experience management, co-creation of value with the customer and customer orientation are the underlying factors affecting the customers' mental image of the store. This mental image affects the branding strategy and internal branding of the store. Of course, it should be kept in mind that the store's social responsibility plays an intervening role in this regard, and the store's marketing mix also provides background conditions. Through branding strategy and internal branding, behavioral consequences such as customer satisfaction, loyalty and trust can be achieved.