The Effects of the Store Image on Shopping Satisfaction

Authors : Çiğdem UNURLU

Pages : 27-34

View : 12 | Download : 9

Publication Date : 2020-03-15

Article Type : Research Paper

Abstract :The objective of this research is determining the variables which effects on shopping satisfaction and giving recommendations to retailers. This article documents a study and model of the dimensions of store image and shopping satisfaction. The literature review part consists of two parts namely store image and its components insert ignore into journalissuearticles values(marketing image, social image, strategic image);; and shopping satisfaction.  In order to explore the relationship between store image and shopping satisfaction, a two phase research design insert ignore into journalissuearticles values(exploratory and descriptive); was adopted and conducted in the Turkish retailing industry. Descriptive part of the study was based on 123 usable responses.  Results were analysed using the SPSS 20. As a result of the analysis, it is found that marketing image explained %47 of the variability in shopping satisfaction, strategic image explained %24 of the variability in shopping satisfaction and also social image explained explained %24 of the variability in shopping satisfaction
Keywords : Shopping Satisfaction, Store Image, Marketing Image, Social Image, Strategic Image