The influence of store image on customer satisfaction: a case study of a shoe store

• Autor(a) principal: Silva, Tarsis Souza
• Data de Publicação: 2010
• Outros Autores: Giraldi, Janaina de Moura Engracia
• Tipo de documento: Artigo
• Idioma: eng; por
• Título da fonte: BBR. Brazilian Business Review (English edition. Online)
• Texto Completo: http://www.bbronline.com.br/index.php/bbr/article/view/342
• topic: Store image; retailing; customer satisfaction; shoe sector; Imagem de loja; varejo; satisfação; setor calçadista

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.