نوع مقاله : پژوهشی
1 دانش آموخته دکتری، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.
2 استادیار، واحد یاسوج، دانشگاه آزاد اسلامی، یاسوج، ایران.
3 دانشیار، دانشگاه تهران، ایران.
عنوان مقاله [English]
Investigating the factors affecting consumer satisfaction and loyalty leads to a deep understanding of consumer behavior that enables marketers to deliver products and services in line with the needs and demands of consumers on the market. The purpose of this study was to investigate the effect of utilitarian and hedonic shoppingvalues on satisfaction, loyalty, brand preference and Intention to repurchase Customers in malls. The statistical population of this study is customers of the hyperstar shopping center in Shiraz. sampling method is Simple random and sample size is ۴۴۷ people. The data gathering tool was a questionnaire. Questionnaire is a closed-ended questionnaire based on the Likert scale of ۵ and has ۲۸ questions. The validity of the mean of variance was extracted and for determining the reliability of the combined reliability, and for statistical analysis of the structural equation modeling and software Smart PLS has been used. The results of the research show that in the hyperstar shopping center, two variables of utilitarian and hedonic shoppingvalues have a direct effect on customer satisfaction and loyalty. Also, the effect of the customer loyalty on recommendation to others, brand preferences, and the cost of changing suppliers as confirmed by loyalty implications. In addition, the impact of brand preference on Intention to repurchase Customerswas confirmed.