Abstract
This research aimed to investigate the frameworks that help create the remarkable image of the retail stores in terms of environment, shop management and product as well as the ability of the staff to operate the convenience stores. The samples were ten convenience stores. The composition and characteristics of each retail store were observed in terms of their external and internal environments, the atmosphere, products, and staff in order to perform a qualitative analysis of their symbolic and functional images and a quantitative analysis by scoring on each component. Data were then analyzed by descriptive statistics. Using the K-Mean method, these stores were divided into two groups, i.e. good stores and improvement-needed stores. The exploratory factor analysis found that the corporate image management of retail business (Downstream) can be classified into two factors: storefront management and product and customer management.
Highlights
Business environment factors, such as rapid technological change and borderless marketing, force various businesses to face competition among their own field
The exploratory factor analysis found that the corporate image management of retail business (Downstream) can be classified into two factors: storefront management and product and customer management
The retail stores generally focus on their branch distribution with spatial and temporal supports, which is deemed as corporate image management at the downstream
Summary
Business environment factors, such as rapid technological change and borderless marketing, force various businesses to face competition among their own field. Organizational reputation is one of the goals that organizations need to manage in order to create stakeholder awareness. The retail stores generally focus on their branch distribution with spatial and temporal supports, which is deemed as corporate image management at the downstream. It is the core competency in the creation of organizational image that can be regarded as an organization-level brand
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