Design of Productive Services Marketing Mix to Improve Brand Personality in Tehran's Chain Stores

Investigations indicate that the reason behind the unsuccessful companies, roots in their lack of capability in taking the advantage of marketing tactics. Thus devising a productive marketing strategy in many organizations such as service organizations is of high importance. In this case, designing a productive marketing mix and making a strong brand which has a parallel personality with the recognition of the customers are the means which can have a leading strategic role for an active business in the field of services since brand personality has a close relationship with the customers’ decision making. Therefore in the above research, by investigating the effect of services marketing mix including price, product, promotion, place, physical evidence, process and people on brand personality dimensions including sincerity, excitement, competence, sophistication and ruggedness, we will introduce productive services marketing mix which has positive impact on brand personality. The statistic society of the above research is the whole customers of ten main branches of ETKA chain stores in Tehran and the research data were gathered through questionnaire. Sample volume including 385 persons was determined by simple random method and by using the structural equation modeling method, the research hypotheses were examined and the final model was confirmed. Research findings showed that all the investigated relations were meaningful. Also the goodness of fit indexes of the conceptual method was an indicator of high reliability of the research in showing the relationships among the variables.

Brand Personality, Services Marketing Mix, Chain Stores, Structural Equations Modeling