Relationship between Store Image, Customer Satisfaction, Behavioral Intention and Fast Distribution in Retails

Purpose – The purpose of this paper is to study the relation-ships among store image, customer satisfaction, behavioral in-tentions (BI) and fast distribution in shahrvand chain super mar-ket in Tehran. Research design, data, and methodology – The 300 samples were from all the customers of Shahrvand chain stores. Since the present study aimed to explore the relationship between store image, customers’ satisfaction, customers’ behavioral in-tentions, and the proximity of shops to customers with consider-ing determination for the influence of each factor, the customers of Shahrvand chain stores were randomly asked to comment on this issue. Results – Attitude to services and merchandising are pos-itively associated with their positive store image. Besides, pos-itive store image has a positive relationship with customers’ be-havioral intentions and customers’satisfaction. The relationship between fast distribution and customers’ satisfaction is sig-nificantly positive. Conclusions – Several studies have shown that, in general, store image is important to attract and retain customers. This paper depicts the specific influences of image specifically on customer satisfaction and behavioral intention. Factors related to image have been discussed as their attitudes which touch areas of organizational behavior that have been embedded in the model, and it contributes to the originality or the value of the study.