عنوان مقاله [English]
نویسندگان [English]چکیده [English]
Chain stores as one of distribution system rings, play a significant role in controlling the prices and the reduction of distribution costs at final price; therefore, proper supply of products requires planning a number of programs which can persuade customers to do repeated purchases as this purchasing is advantageous to both the chain store and customers.
The main purpose of present study was to investigate the relationship between loyalty program attributes and store loyalty; it also aimed at examining mediating role of store satisfaction in the chain stores. The study population consisted of the customers of Refah chain store.
This research has taken six month at summer and autumn of 2009. Methodology of this research is descriptive, and the simple regression was used to test hypothesis. In this research hard attributes are generally tangible elements such as discounts and gifts; whereas, soft attribute are such things as special communication and preferential treatment. Typically Soft attributes are more emotionally oriented.
The findings of the study indicated that loyalty programs have a significant relationship with store loyalty and the mediating role of store satisfaction. Soft attributes in relation to hard attributes proved to be stronger predictors to store satisfaction through the application of the merchandize trading format and customer services. Therefore, soft attributes were of greater impact as compared to hard attributes.