the impact of store image on patronage intention and customer loyalty (the case of hyper star store)

regarding the importance of the customer in today'scompetitive world, and considering the previous researches whichindicated the cost of attracting new customers is far more than the costof maintaining customer loyalty, studying the methods of obtainingand maintaining customer loyalty in various businesses has received ahigh priority. the purpose of this study is to determine thecomponents of store image in achieving the customer loyalty in hyperstar store and to clarify the causal relationship between thecomponents of store image and customer loyalty. for this purpose, amodel retrieved from literature has been tested by using the datacollected through questionnaires and structural equation modeling andspss software. the components of store image in this research are:merchandise, in-store services, store atmosphere and reputation. theresults showed a positive impact of merchandise and reputation onpatronage intention and customer loyalty. however, no positiverelationship was found between in-store services and store atmospherewith patronage intention.