Investigating the Effect of Store Image on Loyalty to the Store:Mediating Role of Customer Purchase Intent

The aim of this study was to investigate the effect of store image on customer loyalty to the store according to mediating role of customer purchase intent. This study has been carried out using a standard questionnaire via internet and physically in year 2018. Research population consisted of 384 customers of Etka store who randomly has been selected of Khorram Abad city. For the validity, content validity and face validity was used, and the reliability has been obtained via Cronbach s alpha as 0.932. Linear regression and structural equation modeling using statistical software SPSS and AMOS to data analyze were used. The results showed that dimensions of Merchandise, price, services staff, store atmosphere, convenience, promotion, physical facilities and institutional factors in the store image has most explanatory, respectively. The store images both directly and through the intercession of customer’s purchase intent has an impact on customer loyalty to the store

کلیدواژه ها:

Store image ، Purchase Intent ، Loyalty to the Store