The Study on the Store Image of Hypermarkets

Chiwei Chen

doi:10.4018/ijabim.20210701.oa13

Abstract

The purpose of this paper is to examine the important structures of store image and how to improve a hypermarket's store image to affect customer willingness to return. This study found that the greater shopping convenience, a complete range of products, good service, and regular activities, the greater customer loyalty. The store atmosphere has no significant impact on enhancing customer loyalty. Many store customers do not pay much attention to the quality of physical and software equipment in the store, but more attention to convenience, commodity integrity, good service, and regular activities. Whether a hypermarket can provide good service is a key niche for showing its competitiveness among its competitors. The results show that the more convenient the shopping convenience, the better the service, and the more regular activities a store provides, the less likely a customer will switch to other stores for shopping.

Highlights

Huang C. (2004) pointed out that after the 1990’s, due to the high economic development in Taiwan, national income rose, and people’s living standards and quality of life improved
The purpose of this paper is to examine the important structures of store image and how to improve a hypermarket’s store image to affect customer willingness to return
This study found that the greater shopping convenience, a complete range of products, good service, and regular activities, the greater customer loyalty

Summary

Introduction

Huang C. (2004) pointed out that after the 1990’s, due to the high economic development in Taiwan, national income rose, and people’s living standards and quality of life improved. (2004) pointed out that after the 1990’s, due to the high economic development in Taiwan, national income rose, and people’s living standards and quality of life improved. This change patterns of living and created new consuming trends, and promoted the rapid growth of the integrated retail industry (such as hypermarkets, convenience stores, supermarkets and other chain stores). Hypermarket rose in recent years, with large store spaces, complete list of items, cheap and convenient parking and other advantages, leading to their growth, and contributing to their outstanding performance in the retail sphere. Hypermarkets occupy a pivotal position in Taiwan’s integrated retail market, and contribute to enhancing employment opportunities and promoting industrial prosperity. Hypermarkets have attracted many scholars in Taiwan to carry out extensive studies on the topic of hypermarkets (Zhang G., 1992; Huang J., 2003; Huang H., 2003; Zhang Y., 2004; Zhang J., 2001; Li Q., 2004)

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Results

Conclusion