An Analysis of Brand Image, Perceived Quality, Customer Satisfaction and Re-purchase Intention in Iranian Department Stores

Today more than ever customer orientation as the most important competitive advantage has gained an increasing importance. This paper aims to examine the relation between store image, perceived quality, customer satisfaction, and re-purchase intention in Iranian department stores. This is a descriptive survey study. The statistical population of the research is composed of customers of the three major chain department stores in Iran. The sample size estimated to be 1227. Data gathering instrument was a self administered questionnaire and structural equation modeling (SEM) is used for the data analysis.Findings indicate that in Iranian department stores perceived quality affects store image, customer satisfaction, and re-purchase intention. Also customer satisfaction affects repurchase intention. Moreover, the store brand image affects customer satisfaction.