A Model for Explaining the Effect of Shahrvand Chain Stores Customer's Store Image on their Loyalty to those Stores

Today, the emergence of various types of retailing and Chain Stores, has brought up a very close competition in retailing industry. For that reason, struggling to increase the loyalty of the customer to Store, is the most important challenge of every retailer. On the other hand, past researches indicate that store image has a noticeable effect on store loyalty. Existing research which is a correlative sort of a descriptive-analytical research, aim to propose a model which explains the effect of SHahrvand chain stores customer’s store image on their loyalty to those stores. To achieve this goal, first, data was collected through questionnaire then exploratory factor analysis is used to extract the variables factors and confirmatory factor analysis is used to identify each construct validity. To examine the effect of store image on store loyalty, structural equation modeling (path analysis) is used. Findings suggest: Location, Atmosphere, Price/Promotion and Merchandise are store image dimensions. Further, results showed that store image has a positive and direct effect on store loyalty. Some perspective insights for managers are available at the end.