Document Type : Original Article
Authors
1
Phd student in Business Management (Marketing), Department of Management, college of Human Science, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran.
2
Assistant Professor of Business Management, Department of Management, college of Human Science, Shahr-e-Qods Branch, Islamic Azad University, Tehran, Iran
3
Assistant Professor of Business Management, Department of Management, Economy and Accounting, Payam Noor University of Saveh, Saveh, Iran.
10.22034/bs.2024.2019859.2915
Abstract
The mental image of customers of a store plays very important consequences in the survival and competitive advantage of these businesses. The present study was also conducted with the aim of designing and validating the model of customers' mental image of the store with a mixed exploratory approach in the Hyperstar store in Tehra city. 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 chain 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 the Nair model was done with 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 mental image of the customers of the store. This mental image affects the store's internal branding strategy. . Through internal branding strategy, behavioral outcomes such as customer satisfaction, loyalty and trust can be achieved.
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