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EFFECTS OF STORE BRAND ON CUSTOMER LOYALTY CASE STUDY: REFAH CHAIN STORE

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Author(s): MEHRDAD ASGHARI | S.HARISH BABU

Journal: Review of Research
ISSN 2249-894X

Volume: 2;
Issue: 12;
Start page: 1;
Date: 2013;
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Keywords: store brand | brand loyalty | perceive quality | customer satisfaction.

ABSTRACT
According to a study by the global business consulting firm, Baines and Company, a 5% increase in customer retention can increase a company's profitability by 75%.Refah Supermarkets is an Iranian Supermarket chain based in Tehran. The establishment has currently 160 branches across the nation. Refah is carrying a wide assortment of goods in the lines of Food & Beverages Fresh Produce, Hygienic & Cosmetics, Home Appliances & Electronics, Clothing & Textiles and Stationeries.Online sales are provided for those customers who prefer to shop, compare and decide to purchase.The company slogan of Refah is "Better quality, lower prices."Refah, along with Shahrvand supermarkets, and Carrefour-owned Hyper star Market, create the bulk of Iranian retail industry. This research is going to survey effect of Refah store brand on customer loyalty. From 300 questionnaires 288 answers were returned. Hypotheses were tested by structural equation modeling. The results of this survey can be based of Refah plans to create customer loyalty. There is no perceived quality of Refah brand by their customers but is influencing by their customer satisfaction. Positive impact on the perceived quality of customer satisfaction and on customer loyalty was proved. There was no impact of perceived quality on customer satisfaction.
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