University of Isfahan New Marketing Research Journal 2228-7744 10 2 2020 06 21 Designing a Model of Customer Loyalty for Chain Stores Designing a Model of Customer Loyalty for Chain Stores 153 174 24934 10.22108/nmrj.2020.123064.2127 FA Leyla Hatami Master of Business Administration, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, ‎Iran Abbas Abbasi Associate Prof., Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran Kazem Askarifar Assistant Prof., Department of Management, Faculty of Economics, Management and Social Sciences, Shiraz University, Shiraz, Iran Journal Article 2020 05 17 With increasing competitive pressures in chain store settings, customer loyalty is considered as a measure of their performance, and the question of why customers become loyal to a particular chain store is very important. Considering the importance of customer loyalty in the present study, a conceptual model of customer loyalty has been presented in order to improve insight in this field. In this regard, first, the loyalty determinants were identified, and then with the help of these factors and using qualitative content analysis with a deductive approach, an attempt was made to identify the factors that have shaped loyalty. The statistical population of this research consisted of related internal and external studies in credible journals from 1390 to 1399 AH and 2000 to 2019. Finally, by examining the content of 90 valid and relevant studies that were selected through purposive and snowball sampling, the research model was presented. The model included 7 main categories such as the attractiveness of the offer, store responsibility, store authenticity, environmental structure, influencers, competent endorsers, and contextual factors, 19 subcategories, 67 components, and 338 indicators. The reliability of this model was confirmed by the Kappa index. In this study, in order to identify the customer loyalty model, both controllable and uncontrollable factors by the store have been considered. With increasing competitive pressures in chain store settings, customer loyalty is considered as a measure of their performance, and the question of why customers become loyal to a particular chain store is very important. Considering the importance of customer loyalty in the present study, a conceptual model of customer loyalty has been presented in order to improve insight in this field. In this regard, first, the loyalty determinants were identified, and then with the help of these factors and using qualitative content analysis with a deductive approach, an attempt was made to identify the factors that have shaped loyalty. The statistical population of this research consisted of related internal and external studies in credible journals from 1390 to 1399 AH and 2000 to 2019. Finally, by examining the content of 90 valid and relevant studies that were selected through purposive and snowball sampling, the research model was presented. The model included 7 main categories such as the attractiveness of the offer, store responsibility, store authenticity, environmental structure, influencers, competent endorsers, and contextual factors, 19 subcategories, 67 components, and 338 indicators. The reliability of this model was confirmed by the Kappa index. In this study, in order to identify the customer loyalty model, both controllable and uncontrollable factors by the store have been considered. https://nmrj.ui.ac.ir/article_24934_e030a295dc8abc653c28e48ecdeec7cd.pdf