Management and Development Process

The aim of this study is to identify and evaluate the variables influencing
consumer perceived value (CPV) in chain stores. Due to this purpose, the
research uses combined methods, a qualitative method was conducted to
identify variables affecting consumer perceived value and quantitative one
was used to determine the relationship between variables. The statistical
population of this study was customers of the branches of Shahrvand chain
stores in Tehran, and the sample in the quantitative study consisted of 360
customers. For data analysis, SPSS-18 and Amos-18 software were used.
To determine the variables influencing consumer perceived value,
based on means-end theory, identifying customer expectations and
desires related to store properties were taken into account; as a result,
10 factors were identified as the variables affecting consumer
perceived value: 1. diversity, reliability and high quality; 2. the welfare
of customers; 3. appropriateness of the physical environment; 4. the
appropriate conduct of employees; 5. retail environment order and
easy access; 6. comfort and security; 7. reasonable prices; 8. price
transparency; 9. physical and temporal extent and 10. pleasurable
music.
Investigation of the relationship between variables in final model
showed that customer expectancies and desires related to the store
characteristic had significant effects on customer perceived value
(β=.91, p<.0001) and on the emotional value (β=.72, p<.0001),
functional value(β=.75, p<.0001) and monetary value (β=.56,
p<.0001). Based on the result of this research, it is necessary that
the management continuously pays attention to recognizing customer
expectancies and desires related to store characteristics.