Document Type : Research Paper
Abstract
The aim of this research is to respond to this question that “What is the relation of the customer mental image of sport shops with the customer’s purchase value?” Method: The research is practical from the goal perspective and is descriptive from the nature point of view and is survey from method perspective. Because the society’s population is unknown, the sample magnitude is more than 382 persons by using the Morgan table. (The Cronbach’s alpha of the whole relation is 0.937). Findings: The phantasm has a significant relation with the dimensions of the customer’s purchase value (customer’s awareness-the perceived quality, meanings associations, customer’s loyalty) equal to 0.544, 0.744, 0.544, 0.536 respectively. (The amount of R for the entire relation is 0.673). Concluding: The results of positive relation of the sport shops’ phantasm (including the aspects of: comfortability, perceived price, physical facilities, the employees’ services and institutionalized factors) with the customers’ purchase value shows that when selling a good to a customer, producers should prepare an environment that be acceptable for the customer qualitatively and quantitatively and create an indelible memory for the customers for ever of purchasing. In this case, not only the intended person turns to be your permanent customer but also he/she would encourage other potential customers to become your real customers.
Keywords
- ابراهیمی، عبدالحمید؛ صفر زاده، حسین؛ جاویدی حق، مریم (1390). «بررسی تأثیر ابعاد تصویر ذهنی فروشگاهی بر ارزش خرده‌فروشی مشتریان زنجیره‌ای در سطح شهر تهران». مدیریت بازرگانی. دوره 3، صص 34-19.##رضوی، سید محمد حسین؛ حسینی، سید عماد؛ سلیمانی، معصومه (1390). «بررسی ابعاد زیبایی شناختی در گرایش مشتریان به اماکن ورزشی». پژوهش نامه مدیریت و رفتار حرکتی. سال 8، شماره 16، صص 34-1.##کشکر، سارا؛ صادقی، رضا؛ قاسمی، حمید؛ کارگر، غلامعلی (1392). «تعیین و مقایسه علل تمایل مشتریان به خرید کالاهای ورزشی خارجی از دیدگاه تولیدکنندگان، فروشندگان و مصرف کنندگان». پژوهش‌های کاربردی در مدیریت ورزشی. دوره 2، شماره 2 ) پیاپی 6)، صص 32-21. ##معماری، ژاله؛ عبداللهی، مریم؛ اصغری، محمد (1392). «تعیین و مدلسازی عوامل تعیین کننده رضایتمندی مشتریان در مجموعه‌های خصوصی ورزشی-تفریحی: الگوسازی تحلیل مسیری». مطالعات مدیریت ورزشی. شماره، 18، صص 130-117. ##
- Burt, S., Carralero-Encinas,J. (2000). “The role of store image in retail internationalization”. International Marketing Review, 17, 433-453.##Carpenter, J. M. (2008), “Consumer Shopping Value, satisfaction and loyalty in discount retailing”, Journal of Retailing and Consumer Services, 15, pp. 358-363. ##Haiyan, H., & Cynthia, R. J. (2006). “A Cross-Cultural Examination of the Effects of Social Perception Styles on Store Image Formation”. Journal of Business Research, 60, 222–230.##Jin, Y. S., & Jae, Ch. Y. (2005). “An Exploratory Research on the Store Image Attributes Affecting Its Store Loyalty”. Seoul Journal of Business, 11, 19-41.##Ryu, G., Park, J. & Feick, L. (2006). “The role of product type and country-of-orgin in decision about choice of endorser ethnicity in advertising”, Journal of Psychology & Marketing, 23 (6), pp. 487-513.##Wei Yang, H., & Fu Yang, K. (2008). A Study to Explore the Relationship Between Store Image of Retailers and Consumer`S Purchasing Desire in Taiwan. Department of Marketing & Logistics Management in Chung-Chou Institute of Technology, Taiwan, R.O.C.##Yasmin, H. (2010). “Influence of Shopping Orientation and Store Image on Patronage of Furniture Store. International Journal of Marketing Studies, 2, 175-184.sector”, Journal of Retailing and Consumer Services, 16, pp. 68-74.##Aaker D.A (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name, NewYork, Free Press, pp. 35-68.##Arnett D.B, Laverie D.A, Meiers A (2003). “Developing parsimonious retailer equity indexes using partial least squares analysis: a method and applications” Journal of Retailing Vol. 795, No. 2, pp. 161-170.##Bloemer J, DeRuyter K (1997). “On the relationship between store image, store satisfaction and store loyalty”.European Journal of Marketing Vol.32, No. 4. pp. 499-513.##Chang C.H, Tu C.Y (2005). “Exploring store image, customer satisfaction and customer loyalty relationship: evidence from Taiwanese hypermarket industry”, The Journal of American Academy of Business, Cambridge, Vol. 7, No. 2, pp. 197-202.##Cleland, V. J., & Timperio, A., & Crawford, D. (2008). “Are Perceptions of the Physical and Social Environment Associated with Mothers' Walking for Leisure and for Transport? A Longitudinal Study”. Journal of Preventive Medicine, 47(2), 188- 193.##Cleland, V., & Ball, K., & Hume, C., & Timperio, A., & Abby, C., & King, A. C., & Crawford, D. (2010). “Individual, Social and Environmental Correlates of Physical Activity among Women Living in Socioeconomically Disadvantaged Neighborhoods”, Journal of social science & medicine,70(12), 2011- 2018.## Cleland, V., & Ball, K., & Hume, C., & Timperio, A., & Abby, C., & King, A. C., & Crawford, D. (2010). “Individual, Social and Environmental Correlates of Physical Activity among Women Living in Socioeconomically Disadvantaged Neighborhoods”, Journal of social science & medicine,70(12), 2011- 2018.##Grhan, P., & Stigsdotter, U. (2011). “The Relationship between Perceived Sensory Dimensions of Urban Green Space and Stress Restoration”. Journal of Landscape and Urban Planning, 94, 264- 275.##Hartman K.B, Spiro R.L (2005). “Recapturing store image in customer based store equity: a construct conceptualization”. Journal of Business Research, Vol. 58, No. 8, pp. 1112-1120.##Hauser J.R, Wernerfeldt B (1990). “An evaluation cost model of consideration sets”. Journal of Consumer Research 16 (March); 393-408##Inoue, S., & Murase, N., & Shimomitsu, T., & Ohya, Y., & Odagiri, Y., & Takamiya, T., & Ishii, K., & Katsumura, T., & Sallis, J. F. (2009). “Association of Physical Activity and Neighborhood Environment among Japanese Adults”. Journal of Preventive Medicine, 48(4), 321-325.##McCormack, G., Giles-Corti, B., Lange, A., Smith, T., Martin, K., & Pikora, T.J. (2007),##“An update of recent evidence of the relationship between objective and self report measures of the physical environment and physical activity behaviors”, Journal of Science and Medicine in Sport, Volume 7, Issue 1,pp 81-92.##Osman M.Z (1993). “A conceptual model of retail image in. uences on loyalty patronage behavior”. The International Review of Retail, Distribution and Consumer Research, Vol. 3, No. 2, pp. 133-148.##Pappu R, Quester P (2006a). “Does customer satisfaction lead to improved brand equity an empirical examination of two categories of retail brands”. Journal of Product & Brand Management, Vol. 15 (1): 4-14.##Pappu R, Quester P (2006b). “A consumer-based method for retailer equity measurement: results of an empirical study”. Journal of Retailing and Consumer Services, Vol. 34, No. 13, pp. 317-329.##Reimer A, Kuehn R (2005). “The impact of service scape on quality perception”. European Journal of Marketing, Vol. 39. (7/8): 785-808.##Wendel-Vos, W., Droomers, M., Kremers, S., Brug J., & van Lenthe F. (2007), “Potential environmental determinants of physical activity in adults: a systematic review”, Journal of obesity reviews,8, pp 425-440.##Wu Jinfeng, Tian Zhilong (2009). “The impact of selected store image dimensions on retailer equity: Evidence from 10 Chinese hypermarkets”. Journal of retailing. and consumer services, Vol. 16, pp. 486-494.##Yoo B, Donthu N, Lee S (2000). “An examination of selected marketing mix elements and brand equity”. Academy of Marketing Science, Vol. 28, pp. 195-211.##Zielke S (2006). Measurement of retailers’ “price images with a multipleitem scale”. International Review of Retail, Distribution and Consumer Research Vol. 16, No. 3, pp. 297-316##
)