Abstract
Definition of store image is argued to be useful if it predicts phenomena such as satisfaction, loyalty, customer retention and other attitudinal and behavioral outcomes. Previous researches show that customers are affected by the store attributes and consider them to assess perceived benefits and attitudes. One of the biggest challenges for companies is to build a positive image. Knowing the alternatives which could be used to form a positive image is an important issue. A positive image which is created in the customer’s mind about store is seen to have a strong and positive influence on satisfaction. A satisfied customer is likely to be loyal to the store. Therefore, image and customer satisfaction gain importance in the stores which aim to survive. This study focuses on store image, customer satisfaction and the relationship between them. The study primarily explains these two concepts, and then provides a literature review on the researches related with them. The study presents researches in which store image and customer satisfaction are separately discussed, thus it also shows other variables which can be influential on these concepts. Implications for both store image theory and practices are discussed. The literature review reveals that store image plays an important role in customer satisfaction. Since most of the studies in literature are based on retail industry, in this study ‘store’ concept mostly refers to ‘retail store’.
Highlights
Along with the changes in consumer behaviours in our country and the world recently, consumers’ preference regarding retail services have rapidly changed
As a result of the studies examined, it is concluded that store image primarily influences customers; this creates customer satisfaction and customer satisfaction influences customer loyalty
Unless store image and the attributes which form store image are assessed in detail, it is quite difficult to talk about the concepts such as customer satisfaction, repurchase intention, frequency of purchase and so on
Summary
Along with the changes in consumer behaviours in our country and the world recently, consumers’ preference regarding retail services have rapidly changed. The main purpose of the retail companies should be to raise awareness among hundreds of companies This can be obtained through creating a positive image in the customer’s mind. Organizations work hard to build the brand image of their firm and its good and services They use advertising and sales attempts to create a favorable image of the store among the mind of the customer. This study tries to reveal the antecedents of these two important concepts and the relations among them. It shows the other important variables which store image and satisfaction lead to. The focus of this paper is undertaking the concepts of store image and customer satisfaction Several studies about these concepts that had been included in literature are defined. The study primarily explains these two concepts and gives a detailed literature review about the researches made in relation to these matters
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