تاثیر تصویر فروشگاه و کیفیت خدمات بر تصویر برند خصوصی و قصد خرید

نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران

2 دانشیار گروه مدیریت بازرگانی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران

3 استادیار گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه تهران، تهران، ایران

4 استاد گروه مدیریت دولتی، دانشکده مدیریت و حسابداری، دانشکدگان فارابی، دانشگاه تهران، قم، ایران

10.22034/jbar.2022.3495.1421

چکیده

پژوهش حاضر با ارائه یک الگوی پیشنهادی، به دنبال بررسی تاثیر تصویر فروشگاه و کیفیت خدمات بر تصویر برند خصوصی و قصد خرید آن در فروشگاه­های زنجیره­ای اتکا می­باشد. جامعه آماری پژوهش مشتریان فروشگاه­های اتکا در شهر تهران است. داده­های مورد نیاز برای انجام پژوهش با استفاده از روش نمونه­گیری در دسترس از میان 390 نفر از مشتریان این فروشگاه­ها به دست آمده است. تجزیه و تحلیل داده­ها با استفاده از تحلیل همبستگی و الگویابی معادلات ساختاری و با کمک نرم‌افزار ایموس انجام شده است. بر اساس نتایج می‌توان گفت که تصویر فروشگاه اثر مثبت و معناداری بر تصویر برند و اثر منفی و معناداری بر ریسک ادراک شده دارد. از طرف دیگر، کیفیت خدمات اثر مثبت و معناداری بر قصد خرید برند خصوصی و ارزش ادراک شده دارد. همچنین، ارزش ادراک شده و تصویر برند خصوصی تاثیر مثبت و معناداری بر قصد خرید برند خصوصی دارد اما ریسک ادراک شده تاثیر منفی و معناداری بر قصد خرید برند خصوصی دارد. و نهایتا، تصویر برند خصوصی و ریسک ادراک شده در رابطه بین تصویر فروشگاه و قصد خرید نقش میانجی دارند.

کلیدواژه‌ها

عنوان مقاله [English]

The effect of store image and service quality on private label brand image and purchase intention

نویسندگان [English]

  • Nima Soltani-Nejad 1
  • Morteza Soltani 2
  • Mohammadrahim Esfidani 3
  • Gholamreza Jandaghi 4
1 PhD in Business Management, Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran
2 Associate Professor, Faculty of Accounting and Management, Farabi Campus, University of Tehran, Qom, Iran
3 Assistant Professor, Faculty of Management, University of Tehran, Tehran, Iran
4 Professor of Statistics, Farabi Campus, University of Tehran, Qom, Iran
چکیده [English]

Introduction: Private label brands are also known as store brands or retail brands. At present, these brands include almost all product categories. They have many benefits for both retailers and consumers. Private brands offer consumers relatively high quality products and very attractive prices. On the other hand, they play a significant role in building consumer loyalty to retailers. As a result, private label brands have become one of the key factors in the success of retailers around the world. The success of private label brands is influenced by many factors, which leads to the purchase intention of private label brands. As a result, in order for retailers to succeed in the field of private label brands, it seems necessary to study these factors. The aim of this study is, thus, to investigate the effect of store image and service quality on private label brands image and purchase intention in ETKA chain stores.
Methodology: The present study is a descriptive survey in terms of data collection from the statistical population. It has a practical purpose because managers can use the results in their decisions. The statistical population of the research is the customers of ETKA chain stores. The available sampling method was used to select the respondents. A questionnaire was designed based on previous studies, and the responses were made in a range of seven Likert options. To collect the data, 420 questionnaires were distributed among the customers of ETKA chain stores in Tehran in 2014. A total of 390 questionnaires were completed and usable. Out of 38 questionnaire questions, 4 questions were related to demographic characteristics, and the other questions related to the measured variables. The demographic characteristics of the sample were analyzed using the SPSS software, and structural equation modeling by the Amos 18 software was used to test the hypotheses and investigate the factor loads and the overall fit of the research model. In structural equation modeling, the model fit and the significance of the relationships were examined. The suitable fit indicators of the model included NFI, CFI, AGFI, GFI, RMSEA, and Cmin/ Df. Cronbach's alpha method was also used to calculate the reliability coefficient. The calculated Cronbach's alpha value of all the variables in this study was 0.785, which is a good value. The cronbach's alpha values for the store image, service quality, private brand image, perceived value, perceived risk and intention to buy private brand were found to be 0.824, 0.897, 0.743, 0.708, 0.741, and 0.854, respectively.
Results and Discussion: According to the results obtained from the data analysis, the indirect effect of store image on the purchase intention for a private label brand is significant. On the other hand, because of the significance of such relationships as store image-brand image, brand image-purchase intention, store image-perceived risk, and perceived risk-purchase intention, it can be concluded that the variables of private brand image and perceived risk have a mediating role in the relationship between the store image and the purchase intention of private label brands.
Conclusion: Marketing managers can use private label brands as a strategic tool in chain stores. This research provides important and practical insights for retailers that offer private label brand products. According to the research results, a retailer can develop strategies based on store image and service quality in order to improve the image of the private label brand for the consumers and to increase consumers' desire to purchase more private label brand products. Focusing on store image features can make a difference in the retail markets' competitive value. Retail managers, especially in chain stores, should be aware that the store image does not always directly increase the purchase intention. Therefore, store image improvement programs should be accompanied by strategies to reduce the perceived risk of consumers towards private label brands and improve the brand image. Consumers' perceived mental image of the private label brands also plays an important role in deciding to buy private label branded products. Marketing managers can reduce financial risks with the good pricing of private label brand products and provide products with good quality and reliable performance to reduce the performance risks. This, in turn, can increase consumers' purchase intention of private label brand products. Store managers can also increase the consumer’s purchase by improving the service quality and the perceived consumer value. The perceived value leads to the purchase intention for private label brands, so the activities of the store should be such that customers feel that, if they buy from this store, they will benefit more than in other stores.

کلیدواژه‌ها [English]

  • Store image
  • Brand image
  • Service quality
  • Perceived value
  • Perceived risk
  • Purchase intention
  • Private label brand

مراجع

Abarshi, A., & Hosseini, S.Y. (1391). Structural Equation Modeling. Tehran: Sociological Publications.
Aghekyan-Simonian, M., Forsythe, S., Kwon, W.S., Chattaraman, V. (2012). “The role of product brand image and online store image on perceived risks and online purchase intentions for apparel”, Journal of Retailing and Consumer Services, 19: 325-331.
Alic, A., Agic, E., & Cinjarevic, M. (2017). The importance of store image and retail service quality in private brand image building. Entrepreneurial Business and Economics Review, 5(1), 27.
Aykaç, Ö. S., & Yilmaz, A. (2020). The Relationship between Sales Promotion Activities, Private Label Attitudes, and Purchase Intention. In Improving Marketing Strategies for Private Label Products (pp. 306-327). IGI Global.
Bao, Y., Bao, Y., & Sheng, S. (2011). Motivating purchase of private brands: Effects of store image, product signatureness, and quality variation. Journal of Business Research, 64(2), 220-226.
Beneke, J., Carter, S. (2015). “The development of a consumer value proposition of private label brands and the application thereof in a South African retail context”, Journal of Retailing and Consumer Services, 25: 22-35.
Beneke, J., Greene, A., Lok, I., & Mallett, K. (2012). The influence of perceived risk on purchase intent-the case of premium grocery private label brands in South Africa. Journal of Product & Brand Management, 21(1), 4-14.
Beristain, J. J., & Zorrilla, P. (2011). The relationship between store image and store brand equity: A conceptual framework and evidence from hypermarkets. Journal of Retailing and Consumer services, 18(6), 562-574.
Boon, L. K., Fern, Y. S., & Meng, Y. W. (2018). A study of purchasing intention of private label brands in Malaysia. Global Business & Management Research, 10(3).
Brady, M. K., & Cronin Jr, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: a hierarchical approach. Journal of marketing, 65(3), 34-49.
Calvo-Porral, C., & Lévy-Mangin, J. P. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23(2), 90-95.
Carrillat, F. A., Jaramillo, F., & Mulki, J. P. (2009). Examining the impact of service quality: a meta-analysis of empirical evidence. Journal of Marketing Theory and Practice, 17(2), 95-110.
do Vale, R. C., Matos, P. V., & Caiado, J. (2016). The impact of private labels on consumer store loyalty: An integrative perspective. Journal of Retailing and Consumer Services, 28, 179-188.
Dursun, İ., Kabadayı, E. T., Alan, A. K., & Sezen, B. (2011). Store brand purchase intention: Effects of risk, quality, familiarity and store brand shelf space. Procedia-Social and Behavioral Sciences, 24, 1190-1200.
Ebrahimi, A., & Mansori, S. (2012). “Investigating the effect of brand image and service quality on relationship marketing and customer behavioral tendencies”, Journal of Business Management Perspective, 14: 153-170.
Erdil, T. S. (2017). Effects of Customer Brand Perceptions on Store Image and Purchase Intention: An Application in Apparel Clothing. Procedia-Social and Behavioral Sciences, 207, 196-205
Fakharmanesh, S., & Miyandehi, R. G. (2013). The purchase of foreign products: The role of brand image, ethnocentrism and animosity: Iran market evidence. Iranian Journal of Management Studies, 6(1), 147.
Girard, T., Trapp, P., Pinar, M., Gulsoy, T., & Boyt, T. E. (2017). Consumer-based brand equity of a private-label brand: Measuring and examining determinants. Journal of Marketing Theory and Practice, 25(1), 39-56.
González Mieres, C., María Díaz Martín, A., & Trespalacios Gutiérrez, J. A. (2006). Antecedents of the difference in perceived risk between store brands and national brands. European Journal of Marketing, 40(1/2), 61-82.
Grewal, D., Levy, M., (2009). “Emerging issues in retailing research”, Journal of Retailing, 85: 522-526.
Hsieh, M. H., Pan, S. L., & Setiono, R. (2004). Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis. Journal of the Academy of Marketing Science, 32(3), 251-270.
Kakkos, N., Trivellas, P., & Sdrolias, L. (2015). Identifying Drivers of Purchase Intention for Private Label Brands. Preliminary Evidence from Greek Consumers. Procedia-Social and Behavioral Sciences, 175, 522-528.
Keller, K. O., Dekimpe, M. G., & Geyskens, I. (2016). Let your banner wave? Antecedents and performance implications of retailers’ private-label branding strategies. Journal of Marketing, 80(4), 1-19.
Khan, S. K., & Khan, S. (2018). Identifying the Drivers of Purchase Intention for Private Label Brands. Preliminary Evidence from Pakistani Consumers. RADS Journal of Social Sciencess & Business Management, 5(1), 15-37.
Konuk, F. A. (2018). The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food. Journal of Retailing and Consumer Services, 43, 304-310.
Kuo, Y. F., Wu, C. M., & Deng, W. J. (2009). The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services. Computers in human behavior, 25(4), 887-896.
Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980-986.
Lee, H. M., Lee, C. C., & Wu, C. C. (2011). Brand image strategy affects brand equity after M&A. European Journal of Marketing, 45(7/8), 1091-1111.
Liljander, V., Polsa, P., & Van Riel, A. (2009). Modelling consumer responses to an apparel store brand: Store image as a risk reducer. Journal of Retailing and Consumer Services, 16(4), 281-290.
Martos-Partal, M., González-Benito, O. and Fustinoni-Venturini, M. (2015), “Motivational profiling of store brand shoppers: differences across quality tiers”, Marketing Letters, Vol. 26 No. 2, pp. 187-200.
Olbrich, R., Jansen, H. C., & Hundt, M. (2017). Effects of pricing strategies and product quality on private label and national brand performance. Journal of Retailing and Consumer Services, 34, 294-301.
Paul, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The effect of store image and service quality on brand image and purchase intention for private label brands. Australasian Marketing Journal (AMJ), 19(1), 30-39.
Rahman, F., & Soesilo, P. K. (2018). The effect of information exposure of contract manufacturing practice on consumers' perceived risk, perceived quality, and intention to purchase private label brand. Journal of Retailing and Consumer Services, 42, 37-46.
Ramadhan, M. D., & Muthohar, M. (2019, March). The influence of perceived price, perceived quality, brand image, and store image on the purchase intention of Hypermart private label. In Proceedings of the 16th International Symposium on Management (Insyma 2019), Manado, Indonesia (pp. 4-6).
Salehzadeh, R., & Pool, J. K. (2017). Brand attitude and perceived value and purchase intention toward global luxury brands. Journal of International Consumer Marketing, 29(2), 74-82.
Sánchez Pérez, M., Carlos Gázquez Abad, J., María Marín Carrillo, G., & Sánchez Fernández, R. (2007). Effects of service quality dimensions on behavioural purchase intentions: A study in public-sector transport. Managing Service Quality: An International Journal, 17(2), 134-151.
Sarkar, S., Sharma, D. and Kalro, A.D. (2016), “Private label brands in an emerging economy: an exploratory study in India”, International Journal of Retail & Distribution Management, Vol. 44 No. 2, pp. 203-222.
Sebri, M., & Zaccour, G. (2017). Cross-country differences in private-label success: An exploratory approach. Journal of Business Research, 80, 116-126.
Shao, C. Y., Baker, J. A., & Wagner, J. (2004). The effects of appropriateness of service contact personnel dress on customer expectations of service quality and purchase intention: The moderating influences of involvement and gender. Journal of Business Research, 57(10), 1164-1176.
Sheau-Fen, Y., Sun-May, L., & Yu-Ghee, W. (2012). Store brand proneness: Effects of perceived risks, quality and familiarity. Australasian Marketing Journal (AMJ), 20(1), 48-58.
Surjaatmadja, S., & Purnawan, D. (2018). Store Image, Service Quality, and Familiarity on Purchase Intention of Private Label Brand In Indonesia. International Review of Management and Marketing, 8(1), 79-85.
Surjaatmadja, S., & Purnawan, D. (2018). Store Image, Service Quality, and Familiarity on Purchase Intention of Private Label Brand In Indonesia. International Review of Management and Marketing, 8(1), 79-85.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Tam, J. (2012). The moderating role of perceived risk in loyalty intentions: an investigation in a service context. Marketing Intelligence & Planning, 30(1), 33-52.
Vahie, A., & Paswan, A. (2006). Private label brand image: its relationship with store image and national brand. International Journal of Retail & Distribution Management, 34(1), 67-84.
Wang, Y. H., & Tsai, C. F. (2014). The relationship between brand image and purchase intention: Evidence from award winning mutual funds. The International Journal of Business and Finance Research, 8(2), 27-40.
Yan, L., Xiaojun, F., Li, J., & Dong, X. (2019). Extrinsic cues, perceived quality, and purchase intention for private labels. Asia Pacific Journal of Marketing and Logistics.
Yee, C. J., & San, N. C. (2011). Consumers' perceived quality, perceived value and perceived risk towards purchase decision on automobile. American Journal of Economics and Business Administration, 3(1), 47.
Yeung, R., Yee, W., & Morris, J. (2010). The effects of risk-reducing strategies on consumer perceived risk and on purchase likelihood: A modelling approach. British Food Journal, 112(3), 306-322.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the academy of marketing science, 30(4), 362-375.
کاوش‌های مدیریت بازرگانی
دوره 14، شماره 27
اردیبهشت 1401
صفحه 1-26

فایل ها

هم رسانی

ارجاع به این مقاله

آمار