Volume 27 -                   RJMS 2020, 27 - : 162-173 | Back to browse issues page

Research code: A-10-5496-1
Ethics code: 1234
Clinical trials code: 1234

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samiei E, lotfizadeh F, heidarzaheh K, Torabian M. The Effect of service convenience on cognitive and behavioral responses of chain store customers by moderating the role of emotion. RJMS 2020; 27 :162-173
URL: http://rjms.iums.ac.ir/article-1-6521-en.html
Islamic Azad University of Zanjan, Iran , Lotfizadeh1981@gmail.com
Abstract:   (1706 Views)
Background & Aims: In the field of the effect of cognitive and emotional stimuli on cognitive and behavioral reactions of customers, various studies have been conducted inside and outside the country. Zarei and Naseri Ashtrani (2015) have investigated the effect of consumer behavior situation on behavioral reactions mediated by perceived value and emotional responses. Findings indicate that the situation of consumer behavior has a positive and significant effect on perceived value and behavioral response. Emotional responses also have a positive and significant effect on the consumer's behavioral response. In Spain, Garcia Fernandez et al. (2018) examined the effect of perceived service comfort and quality on the value of perception, satisfaction and loyalty in low-cost fitness centers. Findings have shown that ease of purchase has a positive and significant effect on perceived value. Roy et al. (Roy et al., 2018) investigated a study entitled Customer Behaviors: The Role of Service Convenience, Justice and Quality. The results show that service convenience and perceived service fairness have a positive effect on customer interaction. Chang et al. (2012) A study on the effect of the dimensions of shopping convenience on behavioral intention: with a mediating role of customer satisfaction, the results showed that among the five dimensions of shopping convenience, the effect of two dimensions of profitability and after-profit convenience on Customer satisfaction and the intention to buy customers are positively and meaningfully supported. By understanding the relationships between cognitive and emotional stimuli and cognitive and behavioral responses of customers, planned and more effective moves in the direction of achieving customer orientation and creating a change in the culture of shopping and consumption in chain stores can be achieved. This study was conducted to investigate the effect of cognitive stimulus on behavioral and cognitive reactions by referring to the moderating role of emotional stimulus in chain stores in Iran. Therefore, the main question of the research is what effect does the convenience of services have on the cognitive and behavioral reactions of customers and what is the role of emotion in this regard?
Methods: The research was conducted by correlation method and structural equation finding approach with an applied purpose. The statistical population of the study was the customers of chain stores in the country and the statistical sample consisted of 298 people of simple stratified cluster form and random among the customers of Janbo and Kourosh chain stores in nine cities: Isfahan, Urmia, Tabriz, Rasht, Karaj, Sari, Tehran, Mashhad and Shiraz were selected. In the qualitative study, eight experts including two professors of marketing marketing and six managers of chain stores were selected by judgmental sampling and snowball method. The assessment tool consisted of two parts, the first part was related to individual characteristics and the second part was related to research data. This questionnaire was extracted from a qualitative study with the Delphi technique approach by the researcher. The validity of the research structures was supported by Cronbach's alpha coefficient and a composite coefficient greater than 0.70. The quantitative part of the questionnaire consisted of 70 items, of which 63 items were related to the factors affecting chain store loyalty and 6 items were related to chain store loyalty.
In the third stage, the factors with closed answers and in the Likert spectrum were presented as five options and the factors that had a score of more than four were considered as important factors and in other words, the basis of convergence. At this stage of the study, the mean of all 19 factors raised above four was observed and their convergence was confirmed. In the final stage (after completing the study with Delphi participants) based on the extracted factors, a search was made in the research background and the measurement tools used in measuring the factors were identified and after removing the common items, the initial questionnaire was developed. . The final items selected were 97 items (91 items for factors affecting loyalty and 6 items for loyalty to the chain store). This questionnaire was given to 15 PhD students in the field of retrieval. The required value for selecting each item for this number of experts was 0.49. Based on the results of the calculated coefficients, 71 items (65 items for factors affecting loyalty and 6 items for store loyalty) were selected for the final questionnaire. The study was analyzed by structural equation finding of least squares.
Results: The research variables were scaled from the raw data through the mean of the items to determine the status of the studied variables in the statistical population. Pleasure has a mean of 3.71 and a standard deviation of 0.740 and arousal has a mean of 3.769 and a standard deviation of 0.772 indicates the high perceived emotions of customers. Decision-making ease with an average of 3.980 and standard deviation of 0.700, accessibility with an average of 3.959 and standard deviation 0.661, transaction ease with an average of 3.934 and standard deviation of 0.850, ease of gaining benefits with an average of 3.738 Standard deviation of 0.827 and convenience after gaining benefits with an average of 3.746 and standard deviation of 0.906 indicate the high convenience of services perceived by customers. Perceived economic value has an average of 3.666 and a standard deviation of 0.772, customer satisfaction has an average of 4.029 and a standard deviation of 0.519 and customer loyalty has an average of 3.953 and a standard deviation of 0.624 as cognitive and behavioral reactions. High cognitive and behavioral reactions of customers. Data analysis was performed by structural modeling and least squares approach. This statistical method has been used due to the presence of a moderator structure in the model. Based on the indicators of absolute, relative, internal model and external model (Absolute, Relative, Outer Model And Inner Model), the measurement and structural part of the model has the necessary capability. The absolute index is 0.715 and the relative index is 0.891, which is supported by the total capability of the model. The index of the external model is 0.998 and the internal model is 0.893, which supports the capabilities of the measurement part and the structural part of the model, respectively. Values above 0.36 absolute index and above 0.80 relative index, external index, and internal index are the criteria for judgment.
The results showed that each of the five dimensions of service convenience including: decision making convenience, accessibility accessibility, profitability convenience, transaction convenience and after-purchase convenience has a positive and significant effect on customers' cognitive and behavioral reactions. Emotional stimulus positively and significantly affects cognitive and behavioral reactions, and also modulates the effect of service convenience dimensions in them and in other words increases the interactive effect. The fit indices have supported the capability of the support model and the measurement section based on the indices of factor load, multipart load, convergence and divergence validity, and Cronbach's alpha coefficients and a combination of validity and validity of the structures.
Conclusion: It seems that focusing on cognitive and emotional stimuli can provoke a positive cognitive and behavioral response from customers. It is suggested to future researches that with qualitative research and based on phenomenology, the living need for convenience of services be collected and extracted through in-depth interviews. Also, due to the importance of ease of use of services and effectiveness, and on the other hand, the ease of service convenience of factors such as; Service design system, physical environment of shopping centers, demographic factors, customer personality factors and brand should be examined on the ease of use of services and behavioral, cognitive and emotional reactions. In this study, sampling has been done from stores with many branches in the country and from the centers of the province, and among the limitations of the research is the lack of sample selection from stores with few branches and cities in all provinces..
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Type of Study: Research | Subject: Clinical Psychiatry

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