Pages: 52-59

Abstract

Nowadays, marketing has changed from its primary state of gaining customer satisfaction to a tool to achieve the goal of competitive advantage. Thus, it is observed that most of the most successful companies in the world have started to reduce costs and increase their productivity, which is not possible regardless of customers' demands and needs. Therefore, attempts to retain great numbers of customer lead marketers to examine customer-perceived value. The concept of perceived value is closely related to concepts such as customer satisfaction, customer absorption, loyalty, and growth in market share, especially offering value to the customer leads to competitive advantage. The purpose of this research was to investigate the relationship between shopping mall environment with customer-perceived value (CPV), customer satisfaction, and loyalty in chain stores in Kermanshah. The study is applied in terms of purpose, and in terms of data type, it is descriptive-survey. The study of the subject literature was through library study such as books, journals, dissertations, articles, etc. Data were collected through a questionnaire and analyzed by statistical methods. Regarding the subject, the study population consisted of customers of Refah and Etka stores in Kermanshah, whose number is unknown. The sample size was determined 384 using Morgan Table, and sampling was random sampling. After analyzing the data, using correlation and structural equations, it was determined that the shopping center environment had a positive and significant effect on CPV, customer satisfaction and loyalty. In addition, CPV had a positive and significant impact on customer satisfaction and loyalty. Therefore, it is suggested that the managers of Refah and Etka stores try to supply the products and services tailored to the expectations and requests of customers, and according to the location of the store in the urban context and its different characteristics, they should emphasize particular goods and services.