Pakhshan Karimi, Mansor Irandoost and Kamran Kasraei
Abstract: The aim of this study was to investigate the relationship between marketing values into economic, emotional, social altruism and quantitative values on trust of customers in the store chain of Kurdistan. The present study is an applied research and in terms of how to collect data, descriptive and correlational research. The population of study consisted all customers in the city of Sanandaj, which refer to chain stores to buy goods. Stratified random sampling method was used for sampling. Sample of 300 customers chain stores in the city of Sanandaj through Cochran's formula. For data collection questionnaire used and to analyze the data, structural equation modeling with LISREL software was used Cronbach's alpha of all the variables above 0.7 was also normal data were reported. Results showed that marketing values will affected on consumer trust. Economic and emotional, quantitative and social values has had a significant relationship on consumer trust.
Keywords: marketing values, customers trust, Economic values, emotional values, quantitative values, social values
Volume 1, Issue 1, 2014