STUDYING THE RELATIONSHIP BETWEEN REGULAR MARKETING AND RE-BUYING BEHAVIORS IN CHAIN STORES OF GORGAN CITY

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JALALI GORGAN M.T.; MEHRANI H.

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Paper Information

Journal: JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR) Year:2013 | Volume:10 | Issue:30 Page(s): 57-72

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Title

STUDYING THE RELATIONSHIP BETWEEN REGULAR MARKETING AND RE-BUYING BEHAVIORS IN CHAIN STORES OF GORGAN CITY

Author(s)

JALALI GORGAN M.T. | MEHRANI H. | Issue Writer Certificate

Keywords

REGULAR MARKETINGQ2

BUYING BEHAVIORQ1

COMMUNICATIONQ2

REGULAR SATISFACTIONQ2

REGULAR COMMITMENTQ2

REWARDQ2

CHAIN STORESQ2

Abstract

In recent years, many changes have been observed in buying culture of customers and developing CHAIN STORES in Iran. Moreover, need to be more competition in business environments made necessary the stablishment of CHAIN STORES, the creation of competitive advantage and long relations to the costumers. REGULAR MARKETING is a response to stores requirement when establishing such a win-win long run relationship results in further BUYING BEHAVIOR by satisfied and loyal customers. The reseachers used a descriptive-survey method to investigate the relationship between REGULAR MARKETING and BUYING BEHAVIOR in retail stores between all costumers of stores in Gorgan city. A structural equation applied is used to evaluate. The results indicate that the population studied is applicable. For investigating a significant relationship between the model variables and Pearson's correlation test is used to test the hypotheses. Four methods including COMMUNICATION, preferential treatment, personalization and REWARD, relationship marketing procedures are studied. The results show a significant relationship in all methods used by customers desiring to continue shopping. Also, a significant relationship is there between customer willingness to REGULAR SATISFACTION and commitment. Also, there is a significant relationship between the variables of REGULAR SATISFACTION and trust, trust and REGULAR COMMITMENT, REGULAR COMMITMENT and BUYING BEHAVIOR.

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APA: Copy

JALALI GORGAN, M.T., & MEHRANI, H.. (2013). STUDYING THE RELATIONSHIP BETWEEN REGULAR MARKETING AND RE-BUYING BEHAVIORS IN CHAIN STORES OF GORGAN CITY. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), 10(30), 57-72. SID. https://sid.ir/paper/151503/en

Vancouver: Copy

JALALI GORGAN M.T., MEHRANI H.. STUDYING THE RELATIONSHIP BETWEEN REGULAR MARKETING AND RE-BUYING BEHAVIORS IN CHAIN STORES OF GORGAN CITY. JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR)[Internet]. 2013;10(30):57-72. Available from: https://sid.ir/paper/151503/en

IEEE: Copy

M.T. JALALI GORGAN, and H. MEHRANI, “STUDYING THE RELATIONSHIP BETWEEN REGULAR MARKETING AND RE-BUYING BEHAVIORS IN CHAIN STORES OF GORGAN CITY,” JOURNAL OF INDUSTRIAL STRATEGIC MANAGEMENT (PAJOUHESHGAR), vol. 10, no. 30, pp. 57–72, 2013, [Online]. Available: https://sid.ir/paper/151503/en

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