Influential Factors on Customer Satisfaction of Ofogh Kourosh Chain Stores in Tehran Province

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Tabesh Abbas; YAZDANI SAEED; MOGHADDASI REZA

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Title

Influential Factors on Customer Satisfaction of Ofogh Kourosh Chain Stores in Tehran Province

Author(s)

Tabesh Abbas | YAZDANI SAEED | MOGHADDASI REZA | Issue Writer Certificate

Keywords

Structural EquationsQ1

Partial Least SquaresQ1

LoyaltyQ2

Ofogh Kourosh Chain StoresQ1

TehranQ2

Abstract

Customer satisfaction (CS) is known as one of the main elements in quality management and certificates which requires continuous monitoring of CS. Ofogh Kourosh (OK) chain stores corporation was founded in 2010 defining CS as one item in its long-run strategy. This study aims at measurement of CS and identification of its drivers in OK chain stores in Tehran province. Data is gathered through interview with 750 random selected customers. Also, structural equation modeling is adopted for data analysis. After estimation of different model specifications, perceived quality of products and services, perceived value and image were known as main drivers of CS. Main results revealed statistical significance of all path coefficients except perceived quality of services. However, this variable affects indirectly on CS through perceived value and image. These last two variables with estimated coefficients of 0. 43 and 0. 18, have highest effect on CS. Meanwhile, complaints with influence impact at 0. 4 plays important role in shaping customer Loyalty. This renders Loyalty as a means of advertisement.

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APA: Copy

Tabesh, Abbas, YAZDANI, SAEED, & MOGHADDASI, REZA. (2020). Influential Factors on Customer Satisfaction of Ofogh Kourosh Chain Stores in Tehran Province. IRANIAN JOURNAL OF TRADE STUDIES (IJTS), 24(93 ), 221-248. SID. https://sid.ir/paper/404854/en

Vancouver: Copy

Tabesh Abbas, YAZDANI SAEED, MOGHADDASI REZA. Influential Factors on Customer Satisfaction of Ofogh Kourosh Chain Stores in Tehran Province. IRANIAN JOURNAL OF TRADE STUDIES (IJTS)[Internet]. 2020;24(93 ):221-248. Available from: https://sid.ir/paper/404854/en

IEEE: Copy

Abbas Tabesh, SAEED YAZDANI, and REZA MOGHADDASI, “Influential Factors on Customer Satisfaction of Ofogh Kourosh Chain Stores in Tehran Province,” IRANIAN JOURNAL OF TRADE STUDIES (IJTS), vol. 24, no. 93 , pp. 221–248, 2020, [Online]. Available: https://sid.ir/paper/404854/en

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