Store image and its effect on customer perception of retail stores

Abstract

This paper investigates the various aspects of store image, which affect the impression and preferences of shoppers. It argues that the levels of customer preferences determine the influence of the setting of the store on its image. Studying customer perceptions on store image further enhances the knowledge of marketers; marketers can use this knowledge in acquiring more loyal customers and meeting their requirements in terms of store image. This study identifies the factors that are deemed to be the most important by customers and provides marketers with awareness regarding the psychological elements of customers that influence their perception of store image. A survey was conducted on customers in shopping malls to identify the effects of the principal factors of store image on customer perception. This study used path analysis as the principal analytical tool for conducting causal evaluations and investigated the significant effects of store image attributes (i.e., store atmosphere, music, merchandise quality, service, price, and convenience) on customer perceptions. Results indicated that the perceptions of customers integrate all of the cues and messages they have received and experienced in the store, in addition to their own perceptions of the importance of store image dimensions. This study investigates the effect of the significant factors of store image on customer perception in the Malaysian context.