Investigating the Customer Loyalty Model in the Chain Stores of Iran

The purpose of this paper is to investigate customer loyalty model for the chain stores of Iran according to factors include perceived value، customer satisfaction، perceived quality، store image، customer relationship، perceived equity، trust and store atmosphere as preconditions of loyalty and brand preference، repurchase intention، word of mouth referral and expected switching cost as consequences of customer loyalty. This study is applied research and descriptive - correlation in terms of purpose and methodology. The statistical population includes Customers of three chain stores، Refah and Shahrvand and Etka، in five big city of Iran includes Tehran، Mashhad، Isfahan، Tabriz and Shiraz and the sample was calculated for 1227 persons. Data collected by questionnaire and it is use structural equation model (SEM) and Lisrel for hypothesis analysis. The result show in the chain stores both trust and satisfaction have direct impact and store atmosphere، perceived quality and perceived value has indirect impact on customer loyalty. Moreover، influence of relationship، image and equity has not supported. In addition، brand preference، expected switching cost and word of mouth referral are direct consequences and repurchase intention is indirect of customer loyalty.