Influence of store image on customer satisfaction among supermarkets in Uyo metropolis, Akwa Ibom State, Nigeria

Abstract

The objective of this study is to investigate the influence of store image on customer satisfaction among supermarkets in Uyo metropolis of Akwa Ibom state. The survey method was adopted. Data were collected through the questionnaire which was administered to 244 respondents who patronized supermarkets within the metropolis. Regression analysis was carried out to test the hypothesis in order to ascertain the influence of store image on customer satisfaction. The Cronbach Alpha was used to measure the reliability of the questionnaire which showed 0.866 level of reliability. The result showed that Store Image has a strong positive relationship with customer satisfaction. It was recommended that while retailers should consistently improve on their store attributes through product assortment, store layout, convenience and ease of payment, they could consider other attributes such as the quality of the products being offered, the shelf life of the products, the environmental attributes of the store and the general atmospherics.