Abstract
The chain stores require special attention of the managers to be established and maintained in a competitive and beneficial position in the marketplace. Hence the present study provides a proposed model to examine the effect of service quality on private brand image and purchase intention in the chain stores of ETKA. The statistical population of this study includes the customers of these stores in Tehran and the required data for performing the research were obtained by the approach of purposive sampling among 390 customers of these stores. Data analysis was performed by using correlation analysis and structural equation modelling and with the help of software AMOS 18. The results show that: (1) service quality has a positive and significant effect on the purchase intention of the private brand (2) service quality has a positive and significant effect on the perceived value (3) perceived value has a positive and significant effect on the purchase intention of the private brand (4) private brand image has a positive and significant effect on the purchase intention of the private brand.
References
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Abdullah, F. (2006). Measuring service quality in higher education: HEdPERF versus SERVPERF. Marketing Intelligence & Planning, 24(1), 31-47.
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Abol Nejad, Babak. (2013). The effect of service quality on the perceived value, mental image, and satisfaction of the customers; MA thesis, Tehran University. (persian)
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