The Antecedents of Store Image and Customer Satisfaction

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’.

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