Abstract
Knowledge of customers’ image of a store is an essential factor in the management of retail outlets. This article presents a case study of the effect of the image customers have of a shoe store on their satisfaction, based on a descriptive and quantitative survey, with the application of a structured questionnaire. We then employed factor analysis to obtain seven store image factors: assortment, convenience, reputation, price, atmosphere, layout and service. The results show that the factor that most affects customer satisfaction in the store studied is service, and that atmosphere and layout have no effect in this respect. The results provide a better understanding of the role store image plays in customer satisfaction and loyalty.
Highlights
Knowledge of customers’ image of a store is an essential factor in the management of retail outlets
The main element of this change was consumer behavior, with customers increasingly conscious of style, whether a particular shoe model goes well with other clothes, as well as adequacy for the conditions of use. This new trend has left the traditional vision of shoes as only a basic wardrobe item by the wayside.In this context, this article studies the influence of customer image of a shoe store on their satisfaction, based on a survey among the store’s customers to discover which dimensions of their image of the store have the most influence on their level of satisfaction
METHODOLOGICAL ASPECTS OF FIELD RESEARCH The aim of this study is to present the influence of store image on the satisfaction level of the customers of a shoe store, obtained by applying a structured questionnaire to a sample of the store’s patrons formulate
Summary
Rewarding past experiences lead to a favorable store image while negative experiences have the opposite effect (Kunkel & Berry, 1968) Another important concept for the retail sector is customer satisfaction with the store. The main element of this change was consumer behavior, with customers increasingly conscious of style, whether a particular shoe model goes well with other clothes, as well as adequacy for the conditions of use This new trend has left the traditional vision of shoes as only a basic wardrobe item by the wayside.In this context, this article studies the influence of customer image of a shoe store on their satisfaction, based on a survey among the store’s customers to discover which dimensions of their image of the store have the most influence on their level of satisfaction. After that we present the methodological aspects, before analyzing the results and conclusions
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