Identify and Rank the Factors affecting customer Experience management of repeat customers Case Study: Good Father Chain Store

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1 Identify and Rank the Factors affecting customer Experience management of repeat customers Case Study: Good Father Chain Store Azam Sadat Abtahi Forushani, Department of management, South Tehran Branch, Islamic Azad University, Tehran, Iran Fataneh Alizadeh Meshkani, Department of management and accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran Fatemeh Soleimani Amoli Monfared Department of management and accounting, South Tehran Branch, Islamic Azad University, Tehran, Iran Abstract In today s world, agencies and organizations are more successful who can acquire more and permanent customers for themselves. The level of perception and experience of the customer and his or her satisfaction level of the style of services provision and acquisition of products from economic agencies is the most important factor in success of organizations among competitors and leads to their growth and development. Creation of positive thinking relative to product presentation to the customer leads to his or her encouragement towards repetitive purchase and commitment. In this research factors influential on customer experience and his or her encouragement towards repeated purchase in the chain of Good Father restaurants in Tehran have been studied. Statistical population consisted of 280 customers of the Good Father restaurants in Tehran. The questionnaire used in this study in addition to acquirement of personal information of the responders had items regarding provision of services and level of customer satisfaction in three sections of duty, physics and humaneness. Using the collected data and with statistical analysis, factors influential on the experience of customers were ranked. Results showed that the mechanical section with score of 23% probability of repetition of sale has the highest effect on the behavior of purchase repetition of the customer. The duty section with 19/8% probability of repetition of purchase was second and the humane section with 14/5% probability of customer purchase repetition did not have significant or high effect. Additionally, effect of the variable of customer experience management (CEM) on the behavior of purchase repetition in the Good Father restaurant was evaluated using structured equation software AMOS. Results of this test showed that the variable of customer experience management has meaningful effect on the behavior of purchase repetition (P-value=0/009). As a result, with improvement in customer experience management, interest of customers for repeated purchase from this restaurant also increases. Key Words: Customer Experience Management, Customer Satisfaction, Purchase Repetition Introduction In today s world business and economic progress has strong dependence on creation of persistent and effective relationship with customers. Now a day, identification and prediction of customer needs for an economic agency is a necessity for achievement of competitive advantage and sectioning of the market. The customer is the key factor in strengthening organizational agility and direction of all goals, strategies and resources is focused around the axis of attracting and retaining customers. Retention and strengthening customer absorption for companies with concern for keeping and developing their competitive position in the market is considered a strategic challenge. Therefore, customer loyalty and their encouragement to repurchase are considered keys to business success for the organization. In other words, with increased customer loyalty, it can be expected that the market share and level of profitability for the economic agency gets promoted. Understanding the market with planning and acquisition of appropriate strategies with the purpose of making customers loyal and increasing the rate of their repurchase leads to long term profiting for economic agencies (Pakdel et al, 2011).The value of the customer is definable by the priority perceived by the customer and evaluation of the product, performance and characteristics of the merchandise and sequella of using them based on the goals and purposes of the customer. Even though these viewpoints are different, it is clear that in relation with them in some areas agreement exists (Khani et al, 2014).The knowledge and experience of the customer increasingly goes along with marketing as a significant source for the purpose of obtaining development (Khani et al, 2014).When organizations place their employees and customers in priority, the personnel and customers trust the company, become loyal and profiting is increased and their 593

2 Identifying and Ranking www. jsstm-ump. org success is sustained (Parhizbegshti, 2001). When the perception and experience of the customer regarding provision of services by the organization or economic agency is positive, he or she is encouraged to repurchase. Therefore, the necessity of service diversity management and attraction of customer satisfaction in economic agencies with the purpose of increased income and maintenance of one s position among competitors is clear.in this research, it has been endeavored with evaluation of three sections of duty, humaneness and physics effective on creation of customer satisfaction and his or her encouragement to repurchase in the Good Father chain of restaurants in Tehran to identify and rank effective factors in management of service provision and customer satisfaction. Statement of the Problem: Trends in the business world such as passage through economy based on services, development of information and communication technology, and exacerbation of global competition and have led to increased importance and attraction of loyalty to relations in comparison with other marketing mixes in a significant way for companies. At the same time, some of these trends concurrently have increased customer expectations for receiving unique traits such as decreased perceived risk, higher confidence level and flexibility in transactions based on relationship. These conditions in most cases encourage both buyers and retailers to create and maintain relationships in transactions (Asieh Salim, 2011).Research has shown that the cost of service provision to loyal customers is five to six times less than the cost of attracting and supplying services to a new customer (Dobicci, 2003).Now a day, with attention to rapid changes in the method and style of life of individuals, use of services by restaurants and ready food in the market of restaurants in Iran has increased and this can create a good market for restaurant ownership. On the one hand, with creation of new chain restaurants such as Super Star, Avachi, Good Father and Heida and and their effort to increase their number of branches in recent years has led to increased competition in the industry of restaurant ownership in Iran. With increased competition, customer choice is increased. On the other hand, restaurants in their marketing efforts seek to attract new customers. Therefore, those restaurants that cannot attract customer satisfaction forcefully face loss of their market share to the advantage of the competitors. As a result, the topic of customer satisfaction is considered a vital factor for success and maintenance of customers and increased profitability in the industry of restaurant ownership.provision of quality services to customers is among the most important factors of differentiation between restaurants in the competitive environment. Among industries that are growing in Iran is the industry of restaurant ownership. This matter has led to many restaurant owners to endeavor to retain and create customer satisfaction with provision of increased services. One of the successful restaurant chains in Iran in recent years has been the Good Father chain. In this research with the use of correlational analytic method and questionnaire regarding information relevant to level of customer satisfaction from the Good Father chain of restaurants in Tehran and encouragement of repurchase in them has been extruded in three sections of physical, humane and dutiful services and next has been ranked in the AMOS software using structured equations. Method of Research and Explanation of Its Validity This research regarding the kind of question asked belonged to field studies and regarding purpose was applied and the research method was causal and correlational and overall, it was a descriptive and field study. 1 Statistical population and research sample Statistical population of this research included all customers present in the chain restaurants of Good Father at the time of performance of this study from which based on estimation a number of 280 individuals were selected as sample. Research literature and background: Customer experience management is the strategic process of managing the whole customer experience with a product or with the company. Therefore, customer experience management in a way shows the ability of performance of the company (Schmidt, 2003).Berrey and colleagues (2006) have classified customer experience management to three divisions: 1. That part of the customer experience that permits them to form their perceptions based on the technical performance of the services supplied is called dutiful services. 2. Physical and tangible factors that are related to services are known as the mechanical section. 3. The behavior and appearance of the providers of service shows the humane part of the customer experience management (Berrey et al, 2006). 495

3 Every day increasing success in every economic activity has direct relationship with the style of interaction of institutes with customers and provision of service to the customer is the most important factor that brings along with it his or her satisfaction. For this purpose, institutes that seek persistent activity, place customer centricity among their main axes of activities such that in successful companies, the organizational pyramid is inversed and customers are even placed more important than directors at the peak of the pyramid. With these interpretations in the present competitive environment, institutes are successful that can identify that their biggest capital is customers and act in accord with their wishes in the best way (Mosibi, 2009).In 2009, Karroubi and Fayazi in a research titled Effect of the physical environment on the perception of customers of the quality of services in the hoteling industry, case study of the Esteghlal, Enghelab and Kosar Hotels of Tehran, evaluated the effect of physical environment on the perception of customers of the quality of services in the industry of hotel management. In this study, after preparation of standard questionnaire using the SEVQUAL models and Baits and Baker s service environment models, the sample size from the statistical population was 384 individuals selected from the customers of the Esteghlal, Enghelab and Kosar Hotels of Tehran. Results of this research showed that the effect of the physical environment on customer perception of quality of services is much more than the effect of intangible environment. Additionally, from the dimensions of physical environment, factors related to design and decoration, environmental conditions and ultimately signs and symbols in order had the highest effect on the perception of the customer of quality of services. Nikpour and colleagues in 2011 in a research titled Evaluation of the relationship between employee informational literacy and organizational effectiveness in public organizations in the city of Kerman, evaluated the relationship between informational literacy of personnel and organizational efficacy in public institutes of the city of Kerman with a descriptive and correlational method using field study. Statistical population of this research consisted of employees of public organizations in the city of Kerman. For sample size determination the Cochrane formula for a particular society was used. Sampling was stratified and organized and a number of 322 individuals were selected for participation. Data analysis was performed with descriptive and inferential statistics and the tools of data collection included informational literacy and organizational efficacy questionnaires. Results of the research showed that meaningful correlation exists between employee informational literacy and its indices namely identification of informational need, locating information, evaluating information, effective use of information and organizational efficacy (P>0/001). In conclusion, it was shown that informational literacy can have an effective share at the company and individual level. Protochoa in 2010 performed a research titled Customer interest in payment and encouragement based on relevant traits of restaurants. This study evaluated the factors important in the trend of customer decision making when selecting restaurants using the process of dynamic comparison and also evaluated the interest of consumers to pay for each of the three main characteristics of a restaurant including: quality of food, services and environment. Results showed that the quality of food is more important than services and environment in fancy restaurants. On the other hand, speed of service provision in restaurants with rapid service is more important than quality of food and environment. Therefore, customers are willing to pay more money (on the average 23/59 dollars) for food with high quality (with perception of quality, services and appropriate environment) in fancy restaurants relative to restaurants with rapid service provision (on the average 2/47 dollars). Additionally, they are interested in repurchase in fancy restaurants at a level of 1/32 and in restaurants with rapid services at a level of 1/63. Economic literature shows that the relation between interest in payment by customers and better traits of a restaurant is linear (positive and direct) while present results do not support the latter.kiber and Carlson in 2010 in a research titled Expectations, perceptions and satisfaction regarding quality of services (case study: Gutland) evaluated the role of quality of services in creation of customer satisfaction and the distance between expectations and perceptions of customers with attention to their view point. To obtain information questionnaire was used and data analysis was performed using the SERVQUAL model. Statistical population under consideration included 58 customers of Gutland. Responders in this study were 66/39 percent male and 34/60 percent female. Main responders were in the year age group. 5/1 percent of the responders purchased from Gutland only once in the year and 69/7 percent more than ten times a year and others between these two. Results in various dimensions showed that wide gap existed between the expectations and perceptions of the customer and the kind of services at Gutland such that 76/3 percent were unsatisfied and 4/1 percent satisfied and the remainder did not have particular opinion. In other words, customers are not completely satisfied of the quality of services at Gutland. In summary, this research showed that to 595

4 Identifying and Ranking www. jsstm-ump. org increase the level of customer satisfaction, there is need for strengthening of the physical and humane dimensions at Gutland. Analysis of the Data: In this research various factors were discovered that will be discussed as follows: In this study, since the exploratory method was used, for performing the research a sample size of 280 individuals were needed with consideration that the research variables in the second questionnaire included 36 items and using the range of Q 5 <N<Q 15. This number was selected and this number of questionnaires were distributed among participants and collected. Internal consistency of the questionnaires was calculated using the Cronbach s alpha coefficient the results of which have been shown in the following table. Internal consistency of the questionnaires using the Cronbach s alpha coefficient Variable Cronbach s alpha value Duty section Mechanical section Humane section Customer experience management Behavior of repurchase 0/755 0/833 0/763 0/903 0/754 The following table shows the level of association of each of the research questions. In other words the level of variance explained by each of the questions by other questions has been shown in the column of the extruded values. Since the level of values extruded for all questions in higher than 0/5, it can be concluded that the questions have a high level of association. Therefore, it was shown that all questions appropriately measure the research variables and there is no need for omitting any of the questions. Level of association of questions identified for the research variables 495 Communalities Initial Extraction Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Extraction Method: Principal Component Analysis. Evaluation of the total variance for the research variables As evident in the following table, the total variance of hidden factors in the data and net values of the extruded factors, variance explaining each factor and the cumulative variance of the extruded variables are shown. Overall, based on net values (net values larger than one) three dimensions have been extruded with the method of analysis of the main constituents that explain 62/379 percent of the variance of the indices with net values. The columns of Table 4-7 shows the title of values of the extruded factors, after rotation,

5 amount of the net value and percent variance explained of the dimension extruded with consideration of measurement error and shows that factor analysis for the data of this research is appropriate. The Scree scatter plot shows the identified indices. Table for total variance of the research variables Component Rotation Sums of Squared Loadings Total % of Cumulative Variance % 8/602 23/893 56/634 0/984 1/764 2/937 2/808 59/571 62/739 Scree scatter plot for identified indices Considering the Scree scatter plot, it is shown that this diagram supports almost 3 constituents.in the following table, before presentation of the final rotating matrix, the matrix before rotation has been hown. Following table shows the rotating matrix Component Matrix a Component Q1.417 Q Q Q4.504 Q5.449 Q Q Q8.527 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q29 Q Q Q Q Q Q Q Extraction Method: Principal Component Analysis. a. 3 components extracted. Considering the classifications presented before rotation, the following table was calculated using software after rotation. Ultimately, the question relevant to each constituent that has been obtained by exploratory factor analysis has been presented. 597

6 Identifying and Ranking www. jsstm-ump. org Following table shows the rotating matrix of the questions of the research variables Pattern Matrix a Component Q1.436 Q Q Q4.411 Q5 Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q Q29 Q Q31 Q Q Q Q Q Extraction Method: Principal Component Analysis. Rotation Method: Oblimin with Kaiser Normalization. a. Rotation converged in 11 iterations. With attention to the classifications presented by the software, it is shown that for the first class namely the duty section, questions 1 to 12, for the second group namely the mechanical section questions 13 to 24 and ultimately for the third group namely the human section questions 25 to 36 have been placed. Considering the above results it is evident that difference between the standard grouping of the questionnaire and the results obtained is not observed and this shows that the questions correctly and appropriately evaluate the relevant constituents. The Kolmogorov-Smirnov test for normalcy of the research variables To test the research hypotheses, we first evaluated the normalcy of the variables. For this purpose, the normalcy of the research variables was tested using the Kolmogorov-Smirnov test. Results are shown in the following table. Table for the Kolmogorov-Smirnov test of normalcy of the research variables Conclusion Normal The significance level 0/116 Statistics 1/533 Standard deviation 0/46 Average 3/71 Number 280 Variables Duty section Normal Normal Normal Normal 0/288 0/633 0/204 0/235 0/984 0/764 1/779 1/034 0/52 0/49 0/49 0/42 3/68 3/46 2/67 3/ Mechanical section Humane section Behavior of repurchase Customer experience management 495

7 Since the significance level of the Kolmogorov-Smirnov test in table 4-9 for the research variables is higher than 0/05, it can be concluded that the distribution of the variables mentioned did not have meaningful difference with normal distribution and therefore, their distribution has been normal. Test of Sample AdequacyThe results of the vector sample adequacy test KMO has been shown in the following table which is the pre necessity for the AMOS structural equations. Vector sample adequacy test KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling.873 Bartlett's Test of Sphericity Adequacy. Approx. Chi-Square df 630 Sig..000 The value for the sampling adequacy was obtained at 0/873. Therefore, the sample size is appropriate for use of structure equations. Overall, high values (near one) show that factor analysis for the data is applicable. If this value is less than 0/5, probably the results of the factor analysis for the data will not be useful. From the model of measurement of the standardized coefficients it can be perceived that between the relevant hidden variables and corresponding indices, meaningful correlation exists. Factor analysis of research variables Nonstandard values for factor analysis of the research variables 599

8 Identifying and Ranking www. jsstm-ump. org Standard values for factor analysis of the research variables Coefficients between the research questions and variables are standardized coefficients which show the degree of ability of measuring each index of the research variable. These coefficients are between 0 and 1 and the closer they are to 1, the higher is the ability of the index in measuring the variable. In the following table the values of Chi-square, degrees of freedom, root mean square estimation, comparative fitness, goodness of fit index, increasing fitness index for each of the variables under study has been shown. Results of confirmatory factor analysis The significance level Load factor Variables The significance Load factor Variables level Duty section 0 / / / / / / 010 Mechanical section 0 / / / 014 Humane Section 0 / 22 0 / 08 0 / 50 0 / 44 0 / 22 0 / 04 0 / 56 0 / 46 0 / 54 0 / 40 0 / 46 0 / / / / / / / 4 0 / 48 0 / 48 0 / 24 0 / 00 0 / 44 0 /52 0 / 0 0 / 00 0 / / / 46 0 / / 40 0 / 04 0 / / 04 RMSEA = 0.065; X 2 /df = 2.194; CFI = 0.935, IFI= / / / 00 0 / 05 0 / 08 0 /

9 Considering the values for factorial loads for the research variables, it is shown that for the variable of the duty section, the index of informational flow has the highest ability in business opportunities, for the mechanical section, the index of availability of capital and in the indices of political factors, the index of spiritual ownership, for social factors, the index of social networks and ultimately for individual factors, the index of systematic search of entrepreneur have the highest effectiveness. The following table shows that confirmatory factor analysis of the questionnaire structures have appropriate fitness and shows the relevant variables well. In the following, separately for each variable, models for both standardized and unstandardized situations have been presented. The result with consideration of the second step of regression for the regression model is as follows: Customer repurchase=1/048(humane section) + 0/213(duty section) + 0/302(mechanical section). Regression coefficients of all variables p-value Test ( t) Standardized Non-standard coefficients Independent variables coefficients Beta Standard FactorB deviation 0 /001 5 / /16 1 /048 Constant 0 /002 2 /144 0 /212 0 /004 0 /161 Duty section 0 /001 4 /54 0 /202 0 /044 0 /220 Mechanical section 0 /144 1 /456 0 /040 0 /005 0 /082 Humane Section Test of the research hypotheses The main research hypothesis Results obtained from the AMOS structural equations software show that the standard estimation of customer experience management on the behavior of repurchase is 0/71, P-value=0/009 (which is less than 0/05). Therefore, at a significance level of P<0/01, customer experience management has meaningful effect on behavior of repurchase. As a result of this significance level, the main research hypothesis is confirmed with 99 percent confidence (H 0 <0/01). First minor hypothesis: Between the duty section of the customer experience management and repurchase by them meaningful correlation exists. Evaluation of the results obtained from the single variable regression pertains to the correlation between the duty sections of customer experience management and repurchase by the customer. Results of the data analysis shows the presence of correlation between the duty section of CEM and their repurchase at a significance level of 0/001with a probability of 95 percent. Results show that 19/8 percent of the variance of the dependent variable (repurchase by customers) is explained by the independent variable (duty section of CEM). Second minor hypothesis: Between the mechanical section of CEM and repurchase by customers meaningful correlation exists. Evaluation of the results obtained from the single variable regression pertains to the correlation between the mechanical sections of customer experience management and repurchase by the customer. Results of the data analysis shows the presence of correlation between the mechanical section of CEM and customer repurchase at a significance level of 0/001with a probability of 95 percent. Results show that 23/00 percent of the variance of the dependent variable (repurchase by customers) is explained by the independent variable (mechanical section of CEM). Third minor hypothesis: Between the humane section of CEM and repurchase by customers meaningful correlation exists. Evaluation of the results obtained from the single variable regression pertains to the correlation between the humane sections of customer experience management and repurchase by the customer. Results of the data analysis shows the presence of correlation between the humane section of CEM and customer repurchase at a significance level of 0/001with a probability of 95 percent. Results show that 14/5 percent of the variance of the dependent variable (repurchase by customers) is explained by the independent variable (humane section of CEM). Fourth minor hypothesis: Between sections of CEM and repurchase by customers meaningful correlation exists. Evaluation of the results obtained from multivariate regression, the effect of the three sections of duty, mechanics and humaneness CEM on customer repurchase has been determined where 27/6 percent of the changes in repurchase by customers results from changes in the variables of the sections of duty, mechanics 601

10 Identifying and Ranking www. jsstm-ump. org and humaneness. Results of data analysis showed that between the three mentioned variables, the highest effect is by the mechanical section on the repurchase behavior of customers (every unit increase in the mechanical section increases repurchase by customers by 30/2). The duty section is ranked second (every unit increase in the duty section increases repurchase by customers by 21/3). The humaneness section where the effect of the three sections on customer repurchase is performed concurrently does not have significant and high effect (with attention to the significance level for the humane section variable which is higher than 0/05, when we evaluate the effectiveness of the variables of humaneness, duty and mechanics on customer repurchase concurrently, it does not have significant or meaningful degree of effect). Conclusion CEM endeavors to increase quality of services and products in economic agencies and steers the competition among them towards the advantage of agencies that have the highest level of customer satisfaction. Acquirement of the most number of customers or increase in sale means organizational success among the other competitors (Gupta et al, 2006).Parasoraman (2008) believes that the best way for achieving success is remaining in the thoughts of the customers and the latter is only obtainable under the umbrella of production and services with high quality. Therefore, quality of services has turned into a key marketing instrument for attaining competitive difference and promoting customer loyalty. Paulson and Kaleh (2004) consider customer experience as an absorbing act which is formed between the creator and the customer; where the customer understands the values and keeps them in mind.cem is defined in the three sections of humaneness, duty and mechanics. Customer experience contains special messages for the customer and these three sections are the highest and best parts of CEM and create all inclusive experience for the customers and lead to effects on their emotions (Berrey et al, 2006).With consideration of increased restaurant ownership in Iran and the importance of its economic and service position in the country, in this research we identified and ranked CEM factors influential on repurchase in the Good Father chain of restaurants in Tehran. The instrument of measurement in this research was questionnaire in which using the Likert scale, individual opinions were collected. Using the Cronbach s alpha reliability of the instrument was confirmed and also for confidence in the validity of the instrument, content validity was used.in this research the descriptive-correlational method by way of field study was used and CEM factors influential on customer repurchase were identified and next they were ranked. Data collection was performed with two questionnaires. The first questionnaire was related to personal information of the responders and the second questionnaire included questions with the content of style and quality of services presented in the Good Father chain restaurants in Tehran in three sections of mechanics, duty and humaneness. The sample size in this research was estimated using the formula Q 5 <N<Q 1 to be 280 individuals. Questionnaire validity was confirmed by expert viewing and reliability using the Cronbach s alpha coefficient was equal to 0/640. Additionally, to statistically analyze the research hypotheses, SPSS and AMOS softwares were used. Results showed that the main research hypothesis (evaluation of the meaningful effectiveness of CEM on customer repurchase behavior) was confirmed at a 99 percent confidence level and its meaningful correlation was confirmed. The minor research hypotheses were evaluated using regression coefficients and the results showed that the first minor hypothesis (correlation between the duty section of CEM with customer repurchase) was confirmed at a 0/001 significance level with a probability of 95 percent. Results show that 19/8 percent of the variance of the dependent variable (customer repurchase) is explained by the independent variable (the duty section of CEM). The second hypothesis (correlation between the mechanical section of CEM and customer repurchase) was at a significance level of 0/001 with a probability of 95 percent. The results show that 23/00 percent of the variance of the dependent variable (customer repurchase) is explained by the independent variable (the mechanical section of CEM). The third hypothesis (correlation between the humane section of CEM and customer repurchase) had a significance level of 0/001 with a probability of 95 percent. Results show that 14/5 percent of the variance of the dependent variable (customer repurchase) is explainable by the independent variable (humane section of CEM). The fourth minor hypothesis test (meaningful correlation exists between the CEM sections and customer repurchase) showed that 27/6 percent of changes in customer repurchase are a result of changes in the variables of duty, mechanics and humane sections. Results of data analysis showed that between the three mentioned variables, the most effect was by the mechanical section on customer repurchase behavior (every unit increase in the mechanical section increases customer repurchase by 30/2). The duty section was ranked second (every unit increase in this section increases customer repurchase by 21/3). Finally, the humane 566

11 section when concurrently evaluating the effect of these three sections on customer repurchase does not have significant and high effect (considering the significance level for the variable of the humane section which is higher than 0/05, when effect of the humaneness, duty and mechanics on customer repurchase is concurrently evaluated, does not have significant and meaningful effect). References 1. Donnelly. M, Wisniewski, M. Dalrymple, j. F. and Curry, AC, (1995) Measuring service quality in local government: the SERVQUAL approach " international journal of public sector management vol.8, pp Lai Fujun, Hutchinson joe, Li Dahui and Bai Changhong,(2006), An empirical assessment and application of SERVQUAL in mainland China s mobile communications industry, International Journal of Quality & Reliability Management Vol. 24, No. 3, 2007, pp Liang, T. P., & Lai, H. J. (2008) Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information and Management, 39(6, Gronroos, C. (2001) Adopting a Service Logic For Marketing, Marketing Theory, Vol 63, pp Rio, A.B; Vazquez, R and Iglesias, V, The effect of brand association on consumer response " Journal of Consumer Marketing, Vol ٨١, No ٥, PP ٥٥-٠٨٤ 7. Ryu, K., & Jang, S. (2003), The effect of environment perceptions on behavioral intentions. 8. Chang, H. H. & Wang, H-W. (2012). The moderating effect of customer perceived value on online shopping behaviour, Online Information Review, 35 (3), pp Fuller, C. J., and Veronique Benei, eds The everyday state and society in modern India. New Delhi: Social Science Press. 10. Kim, Chang-Jin, James Morley, and Jeremy Piger (2000). Nonlinearity and the Permanent Effects of Recessions, Journal of Applied Econometrics, vol. 20 (no. 2), pp Kim, Chang-Jin, and Charles Nelson (1444). Has the U.S. Economy Become More Stable? 12. A Bayesian Approach Based on a Markov-Switching Model of the Business Cycle, Review of Economics and Statistics, vol. 81 (November), pp Kotler, Philip. (2009), Marketing Management, 12th ed., Prentice- Hall, New Jersey, USA. 14. Alderson,W. (1957).Marketing behavior and executive action.homewood, IL: RichardD.Irwin. 15. American Marketing Association (2007, last update October). Definition of marketingavailable: aspx (August 25, 2009). 17. Mishkin, Frederic S. (2001a). "The Transmission Mechanism and the Role of Asset Prices in Monetary Policy," in Aspects of the Transmission Mechanism of Monetary Policy, Focus on Austria 3-4/2001. (Osterreichische Nationalbank: Vienna): Mishkin, Frederic S. (2001b). "Issues in Inflation Targeting," in Price Stability and the Long-Run Target for Monetary Policy, (Bank of Canada: Ottawa, Canada): Phelps, Edmund S. (2001). Money-Wage Dynamics and Labor-Market Equilibrium, Journal of 20. Political Economy, vol. 76 (July/August, Part 2), pp Othman,A., & Lynn,O.(2002),Adopting and measuring customer service quality in Islamic Banks, International journal of Financial services, 3(1) Crosby, P. (1984). " Quality Without Tears:The Art of Hassel Free Management ", Mc Graw Hill, New York Gronroos, C. A. (2000). Service Management and Marketing, Lexington Books, Lexington, MA. 24. Jamal, A. and Nasser, K. (2003)."Factors influencing customer satisfaction in the retail banking sector in Pakistan",International Journal of Commerce and Management, 13:2, pp , (2003). 25. Oliver, R. L. (1999). " A Cognitive Model of Antecedents and Consequences of Satisfaction Decisions ", Journal of Marketing Research, Vol XVII, Novamber. 26. Parasuraman, A., Zeithaml, V.A. and 27. Berry, L.L.(2005). "A conceptual model of service quality and its implications for future research". Journal of Marketing,40.pp Hau, L. N. & Ngo, L. V. (2012). Relationship marketing in Vietnam: An empirical study, Asia 29. Pacific Journal of Marketing and Logistics, 24 (2), pp Ball, D., Coelho, P. S. & Vilares, M. J. (2006). Service personalization and loyalty, Journal of Services Marketing, 20 (5), pp Seth, Nitin & Deshmukh, S.G&. vart, prem (2005) " service quality models " international Journal of quality & Reliability management, Vol.22, No.9, pp Berry, Leonard L. (1441), Cultivating service brand equity. Journal of 33. Academy of Marketing Science,Vol 28, pp Zeithaml, V. A., (1987). Defining and Relating Price, Perceived Quality, and Perceived Value'. Report No , Marketing Science Institute, Cambridge, MA. 35. Morgan, A., Anderson et al (1444), Understanding firms : customer satisfaction information use, Journal of Marketing, 69, Lin, H. H., Wang, Y. S. (2007). An examination of the determinants of customer loyalty in mobile commerce contexts. Information and Management, 42(2),