THE RELATIONSHIP BETWEEN THE INTERNAL ENVIRONMENT STIMULUS OF THE STORE AND CUSTOMERS’ BEHAVIORAL INTENTION

One of the main concerns for large stores’ managers is looking for the ways to be able to affect the customers’ purchasing behavior. Thus, the present study has been conducted presenting a comprehensive model to investigate the relationship between the internal Environment factors (social and physical) and the customers’ behavioral intention. The population of this study covers all of the customers come to the big stores of Ahvaz city .using sampling methods 455 customers were selected as the sample of the study. To test the model, Conjoint Factorial Analysis (CFA) and Structural Equations Method (SEM) based on LISREL software were used. The results of the study showed that there is a relationship between the social environment and customer positive emotions, but the relationship between physical environment and customers positive emotions was not confirmed. Also, the relationship between the customer's positive emotions and satisfaction and customer satisfaction with behavioral intention were confirmed

Keywords:

social environment , physical environment , behavioral intention , customer’s purchasing behavior