تحقیقات بازار یابی نوین (Jan 2013)
Identifying and Prioritizing the Determinative factors of Customers Repeat Purchasing in Etka Chain Stores by Using Neural Networks Algorithm
Abstract
Nowadays, chain stores are experiencing a severe competitive environment. In such anenvironment, a growing number of customers are equipped by high volumes of informationand are more risk-taking. As they tend to switch their store based on the higher value thatthey might receive elsewhere, as customers switching behavior has become so commonplaceand has become a challenge for retailers. Thus, factors that influence the willingness ofcustomers to repurchase will play a critical role in the performance and success of chainstores. This paper aimed to identify and prioritize the determinative factors that causecustomers repeat patronage in Etka chain stores. Factors were extracted based on a thoroughliterature review and then these factors were modified using pre-test and interview methods.In this study, questionnaires were used for data collection. Respectively, to identify andprioritize determinative factors, correlation analysis and artificial neural networks were used.Results showed that in order of importance, quality, price loyalty program, number of servicecounters, store staff, shelf labels, product selection, parking facilities, home delivery, storebrand, and store atmosphere are factors that determine customers’ repeat patronage of Etkachain stores. Meanwhile, young, educated and wealthy customers showed lower store repeatpatronage. Finally, the paper concludes with suggestions for increasing consumer repeatpatronageof Etka chain-stores and directions for future research
