Using structural equation modelling to survey marketing values and customer trust in chain stores

Abstract

Marketing values and customer trust are important factors determining customer behaviors. Although several studies have empirically supported the distinction between Marketing values and customer trust, there is still disagreement regarding how they are related. Furthermore, little attention has been given to the direction of causality between these two variables and as to why they have common antecedents and outcomes. This study was designed to fill these gaps. The population consisted of all customers chain stores in city of Sanandaj. For data analysis, structural equation modeling with LISREL software was used. Data contribution was normal through Kolmogorov - Smirnov test. These results show that Marketing values and customer trust significant.