M.A. Thesis:

The impact of service quality on customer satisfaction and marketing stimuli with considering role of mediator purchasing decisions

Today, considering the importance of customer satisfaction and its impact on the profitability and cooling of the market share and the survival of companies, the need to understand the factors affecting this satisfaction is already pre-emptive. The purpose of this study is to investigate the effect of service quality and marketing stimuli on customer satisfaction considering the mediating role of purchasing decisions in the Refah stores of Mashhad. The purpose of this study is to investigate the type of application. The research tool is a moderated questionnaire for Serqual and researcher-made models, which included two sections of general and specialized questions. After assessing the content validity-formal and construct validity, and validating the reliability of the research tools, Cronbach's alpha coefficient was calculated, which is more than 0.7 for all dimensions and variables. The questionnaires were distributed among 450 people in the statistical society including all customers of Mashhad Refah stores in a non-randomized sampling method. In order to analyze the data, descriptive and inferential statistical methods were used and structural equations modeling using software’s of SPSS18 and Amos were used. The results showed that two variables of service quality and marketing stimuli have a positive and significant effect on customer satisfaction. Also the role of purchasing decision-making intermediation was confirmed and proved that the impact of service quality on customer satisfaction is more than the effect of buying decisions and marketing incentives on satisfaction.

Keywords: Quality of Service, Customer Satisfaction, Marketing motivations, Shopping Decision, Refah store