عوامل اثرگذار بر ارزش درک شده مشتریان در فروشگاه های زنجیره ای

The aim of this study is to identify and evaluate the variables influencing consumer perceived value (CPV) in chain stores. Due to this purpose, the research uses combined methods, a qualitative method was conducted to identify variables affecting consumer perceived value and quantitative one was used to determine the relationship between variables. The statistical population of this study was customers of the branches of Shahrvand chain stores in Tehran, and the sample in the quantitative study consisted of 360 customers. For data analysis, SPSS-18 and Amos-18 software were used. To determine the variables influencing consumer perceived value, based on means-end theory, identifying customer expectations and desires related to store properties were taken into account; as a result, 10 factors were identified as the variables affecting consumer perceived value: 1. diversity, reliability and high quality; 2. the welfare of customers; 3. appropriateness of the physical environment; 4. the appropriate conduct of employees; 5. retail environment order and easy access; 6. comfort and security; 7. reasonable prices; 8. price transparency; 9. physical and temporal extent and 10. pleasurable music. Investigation of the relationship between variables in final model showed that customer expectancies and desires related to the store characteristic had significant effects on customer perceived value (&beta;=.91, p<.0001) and on the emotional value (&beta;=.72, p<.0001), functional value(&beta;=.75, p<.0001) and monetary value (&beta;=.56, p<.0001). Based on the result of this research, it is necessary that the management continuously pays attention to recognizing customer expectancies and desires related to store characteristics.