The Relationship Between Internal Motivation And Customer Satisfaction Of Posthaste Purchase

摘要

The purpose of this study is performing an empirical study in the field of marketing in order to examine the relationship between internal motivation and customer satisfaction of posthaste purchase in stores that researcher made model have been used.In this model the relationship between internal motivation and customer satisfaction of posthaste purchase was investigated. To review research sample of 385 customers was selected as a stepwise clustering. Data gathered by standard questionnaire with 21 questions that its validity and reliability was confirmed and distributed among the statistical population. Data analysis was performed using descriptive statistics and inferential statistics. At the level of Descriptive statistics, indices such as frequency and frequency percentage were used and in inferential statistics, correlation methods, structural equation modeling, path analysis has been done using the spss and lisrel software. The results of the analysis showing the existence of a significant and positive impact of internal motivation on customer satisfaction of posthaste buying. In general, the ability of the Tehran Hyperstar chain store to increase customers satisfaction of posthaste buying must pay special attention to the effective internal motivation of customers (the impulsivity, the pleasure of shopping, fashion involvement, personal identity) (p<05/0).