خلاصة:
The aim of this study was to identify factors affecting the loyalty of hypermarkets’ customers in Isfahan province and, to investigate the effect of each factor. In this order, 40 factors were identified by literature review and by interviewing 50 managers, senior experts, and customers familiar with this field. The conceptual model was developed and a questionnaire was designed. A sample of 390 loyal customers was selected by cluster sampling in five hypermarkets in Isfahan province. The factors were categorized using exploratory factor analysis and SPSS software in seven dimensions. Using confirmatory factor analysis methods, SEM modeling, and Smart PLS software, analyzing the data, validating the model, and testing the hypothesis, were done. The Cronbach's alpha value for the whole questionnaire was calculated at 0.94. Results showed the positive effect of product, service quality, store convenience, the store’s atmosphere, price/value, staff, and location on customer loyalty. The greatest impact was created by “location” with a path coefficient of 0.815 and the least impact was created by “service quality” with a 0.100 path coefficient on the loyalty of Isfahan hypermarkets customers. Other factors, in effect, are product, price/value, staff, convenience, and atmosphere. All these factors can cover 90% of loyalty variance.
ملخص الجهاز:
Results showed the positive effect of product, service quality, store convenience, the store’s atmosphere, price/value, staff, and location on customer loyalty.
(2013) evaluated and showed customers' mental image (Location, atmosphere, price/promotion, and product) have a positive and direct effect on loyalty to the store which is consistent with the findings of the present study.
Forty effective factors were considered by the researcher as well as previous studies as customer loyalty in hypermarkets in Isfahan province.
Service quality Product Convenience H3 H2 H1 H4 Atmosphere H5 Price/Value H6 Customer loyalty to the Hypermarket H7 Staff Location Figure 1.
The research conceptual model The hypothesis of the present study are as follows: The product has a positive and significant effect on customer loyalty.
3. Hypothesis testing by Structural Equation Modeling Customer loyalty research model which was designed in Smart PLS software, is a dependent variable, and, seven independent variables were; product, service quality, store atmosphere, store convenience, price/value, location, and staff.
The first question was answered through exploratory factor analysis and Varimax rotation 40, and customer loyalty indicators were categorized into the seven dimensions of the product, service quality, store atmosphere, store convenience, price/value, location, and staff (table 5).
The results showed, a positive and significant relationship between the product, service quality, store atmosphere, store convenience, price/value, location, staff dimensions and customer loyalty.