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The Effects of Retailer's Equity on ETKA Customers Shopping Tendency

Author Affiliations

  • 1Department of Business Management, Branch, Shahid Beheshti University (SBU), Tehran, IRAN
  • 2Department of Business Management, Science and Research Branch, Islamic Azad University, Tehran, IRAN
  • 3Master of Executive Management Business Administration, Science and research Ayatollah Amoli Branch, Amol, Mazandaran, IRAN

Res. J. Recent Sci., Volume 3, Issue (1), Pages 1-6, January,2 (2014)


With increase of competition in retail industry and also rapid growth of variety of companies, which have entered this industry in recent years; decision making and putting step towards improving companiesí competition statement are turned to be one of the most important roles of chain stores managers. For this reason, knowing that effects of influence of different varieties on customerís shopping tendency can play an important role on their success. This researchís purpose is to discuss the effects of various aspects of retailís special value on tendency of Tehranís ETKA consumer. This paper classified as an applied research and descriptive correlational study. Structural equation modeling is used for data analysis. This population of this research is all the Tehranís ETKA customers. In addition, 388 questioners are used for this research data analysis. This research concludes that beside retailerís equity, retailerís reputation and association as well as customerís awareness and loyalty are effective and play an important role on customerís shopping tendency. In addition, retailerís quality reputation effects on customerís loyalty.


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