Commercial Surveys

Commercial Surveys

Design and validation of the customer mental image model of the store with a mixed exploratory approach

Document Type : Original Article

Authors
Maryam Khosravi 1
Elham Faridchehr 2
Nader Gharibnavaz 2
Mohammad Ahmadi 3
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 Thran,, 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 also aimed to design and validate the model of customers' mental image of the store with a mixed exploratory approach in the Hyperstar store in Tehran. 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 Hyperstar 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 Nair model was done by 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 customers' mental image of the store. This mental image affects the branding strategy and internal branding of the store. Of course, it should be kept in mind that the store's social responsibility plays an intervening role in this regard, and the store's marketing mix also provides background conditions. Through branding strategy and internal branding, behavioral consequences such as customer satisfaction, loyalty and trust can be achieved.
 
Keywords
Customers' Mental Image / Special Brand Value / Hyperstar Store / Foundation Data Method / Mixed Approach

Subjects

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Commercial Surveys
Volume 22, Issue 125 - Serial Number 125
May and June 2024
Pages 73-92

  • Receive Date 08 January 2024
  • Revise Date 16 February 2024
  • Accept Date 18 February 2024