The Role of Perceived Relationship Benefits in Customer Loyalty for Chain Supermarkets

Understanding the dimensions of relationship benefits, such as social benefits, respect, specific behavior, and trust, is a crucial factor in the success or failure of companies in their relationships with customers. This is because commercial companies aim to maintain relationships with their previous customers, thereby increasing the likelihood of repeat visits and purchases by fostering a sense of loyalty in customers. This research aims to determine the role of perceived relationship benefits in the loyalty of customers of chain supermarkets in the food sector in the city of Rasht. The research population consists of customers of chain supermarkets in Rasht, and the sample members were selected non-randomly and voluntarily using Cochran's formula. Data collection tools included standardized customer benefits questionnaires by Grönroos and colleagues (۱۹۹۸) and Chang and Chen (۲۰۰۷), as well as a customer loyalty questionnaire (۱۳۹۷). The validity of the questionnaires was confirmed by business management experts, and the reliability of the questionnaires was confirmed using Cronbach's alpha. Since the Kolmogorov-Smirnov test confirmed the normality of the data, Pearson's correlation coefficient and regression analysis were used. The results indicated that approximately ۷۰% of the variance in customer loyalty is explained by the predictor variables of trust benefits, social benefits, specific behavior benefits, and respect benefits. Furthermore, the regression coefficients revealed that among these predictor variables, trust benefits and social benefits have a statistically significant role in customer loyalty, with trust benefits having a greater impact than specific behavior and respect benefits (p < ۰.۰۵).

کلیدواژه ها:

Perceived Relationship Benefits ، Customer Loyalty ، Chain Supermarkets