Store Image and Its Impact On Consumer Behavior

ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT
ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 2 (2016)
www.elkjournals.com
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STORE IMAGE AND ITS IMPACT ON CONSUMER BEHAVIOR
Robaka Shamsher
Assistant Professor, Independent Business School (IBS),

Chittagong Independent University (CIU)
Chittagong-4000, Bangladesh
E-mail: [email protected]
ABSTRACT
Consumer behavior has changed dramatically in the last decade which is diversifying the consumers’ need and
choice on their daily necessities. In today’s dynamic and competitive business environment, retailers must
thoroughly understand and predict how the consumers behave in purchasing various goods and services for
their use. Therefore, to create a competitive position in the marketplace retailers are strategizing themselves to
develop a distinct image in the shoppers’ mind towards their store for having a strong impact on their behavior.
The retailing practice is going through a radical revolution due to the introduction of new formats for which
organized retail is gaining tremendous importance in the recent times. Moreover, with the changing behavioral
phenomenon retailers need to concern regarding the lifestyle, preference and demands of consumers which is
playing a vital role in the ever changing purchasing perception of consumers. Hence, it becomes important to
understand the overall customer perceptions regarding store image that eventually influence customer store
choice, purchase intention, store satisfaction and loyalty toward their preferred store. Therefore this study has
been conducted to analyze the theoretical framework of store image and its overall impact on consumer
behavior. This theoretical study, in addition to its contribution to the marketing literature, has important
implications for the retail entrepreneurs, professionals and academicians in terms of adopting strategic
marketing decisions by expanding the retail portfolio towards a better understanding regarding the importance
of consumer store image perceptions for the overall retail business scenario .
Keyword(s): Store image, store image dimensions, consumer behavior.
INTRODUCTION This is due to the fact that consumers` behavior

and preferences has changed and shifted
Over the last few decades the retail industry is
towards convenience
experiencing dynamic changes all over the
(Tiwari and Abraham, 2010), high quality
world through the emergence of supermarkets
products, provision for customer care,
as the dominant retail form (Jinfeng and
comfortable shopping environment (Sinha,
Zhilong, 2009; Datta, 2010; Verma and Madan,
2003; Shamsher and Hossain, 2011), greater
2011; Shamsher, Abdullah and Saha, 2012).
emphasis on value for money (Kotler, been proved to create greater satisfaction for
Armstrong, Wong, Saunders, 2008, p. 9; modern consumers towards convenience and
Shamsher, Abdullah and Saha, 2012), flexible speed (Yu and Wu, 2007), more availability of
payment methods, sophisticated channels of information, products and services
distribution (Datta, 2010). The retail sector has (Katawetawaraks, 2011).
been witnessing a gradual uprising for the last
Research outcome on consumer behavior has
few decades as the traditional markets have
shown that technological development,
made ways for new retail format with the
globalization, increased working opportunity
development of supermarket culture which is
(Shamsher and Hossain, 2012; Shamsher,
creating an excitement and unique shopping
Abdullah and Saha, 2012), demographical shift
experience amongst the retail shoppers all over
into women empowerment, increased brand
the world (Shamsher and Hossain, 2011).
awareness (Khidir, 2011), convenient store
Studies has shown that eye-catching shopping
locations, strong brand image, and eye-catching
malls has increased in the different trade areas
store tangibles has created significant effect in
which is diversifying the shopping behavior ,
the changing shopping behavior and store
consumer lifestyles and preferences towards
selection of consumers’ (Shamsher and
organized retailing (Shamsher & Hossain,
Hossain, 2012; Ahmed, 2007).The field of
2006; Tiwari and Abraham, 2010 ;Gangal and
consumer behavior is the area of behavior that
Kumer, 2013,Jha, 2013). Shopping has now
consumers display in searching, purchasing,
become an experience of pleasure (Shamsher,
using, evaluating, and disposing products and
and Hossain, 2011), enjoyment (Hart at el.
services that they expect will satisfy their
2006) and tension releaser as people are
needs. Consumer behavior focuses on how
exposed to a large volume of brands under a
individuals make decisions to spend their
single roof where preferences are valued and
available resources (time, money, effort) on
treated with warmth and expertise (Sinha, 2003;
consumption related items (Schiffman and
Shamsher, and Hossain, 2011). Moreover, the
Kanuk, 2004, p.23).
emergence of mobile and online shopping,
interaction with the social networking sites and
On the whole, retailing includes all the
promotions and coupons through mobile and
activities involved in selling goods or services
online channels (Retail Industry Outlook
to final consumers for personal and non-
Survey , 2013) has altered an ever-evolving
business use (Kotler, 2000, p.397). There are
revolution in the behavioral pattern of the
different types of retail organizations like
customers. The use of online transaction has
specialty store, department store, super market,
convenience store, discount store, super store, 1958; Doyle and Fenwick, 1975; Bearden 1977;
hypermarket and there are newer forms also Ghosh, 1990; Theodoridis and
emerging. These stores are relatively large and Chatzipanagiotou, 2009; Silva and Giraldi,
operate on low-cost, low-margin, high volume, 2010; Biswal and Sreekumar, 2011; Kumar and
and self-service to serve multi dimensional Manjunath, 2012; Lin and Liao, 2012).
needs of the consumers. Therefore, the motivation of this current study
is to examine the theoretical framework of store
According to Shamsher, and Hossain, (2006)
image and its impact on consumer behavior.
by providing quality products, affordable
prices, improved service quality (Zeithaml, RESEARCH OBJECTIVES
Parasuraman, and Berry, 1990; Ahmed, 2007)
a. To understand the gradual background
convenient shopping location, comfortable
of the concepts of store image and
shopping environments ( Donovan and
consumer behavior.
Rossiter, 1982; Ahmed, 2007), and well trained
b. To understand the dimensions of store
and skilled sales personnel retailers are
image.
strategizing to create a competitive position in
c. To explore the influence of store image
the marketplace (Kotler, 2010). In today’s
on consumer behavior.
dynamic and competitive business
environment, retailers need to differentiate RESEARCH METHODOLOGY
themselves and must have comprehensive
The methodology used for this study was
knowledge concerning the image of any
secondary literature survey. The study was
particular store that influences the customers’
based on compiling studies conducted so far on
store choice, purchase intention, and loyalty
store image and consumer behavior. In
toward their preferred stores (Sirohi,
reviewing the literature, both theoretical and
Mclaughlin, and Wittink, 1998; Thang and Tan,
empirical studies were taken into consideration.
2003;Pan and Zinkhan, 2006). Moreover, with
This analysis clearly falls in to the category of
the changing behavioral phenomenon, it is very
Qualitative Research as it aims to get a deeper
crucial for the retailers to develop a clear image
understanding of the gradual background of the
in the shoppers’ mind towards their store for
concepts of store image and consumer behavior
having a strong impact on their behavior.
and how different dimensions of store image
Different academicians’ and practitioners have
influenced consume behavior. Secondary data
given considerable attention on store image in
were collected through content analysis from
many different parts of the world (Martineau,
various published sources including books,
online journals, newspapers, magazines, and (Giraldi, Spinelli and Merlo, 2003; Gundala,
reports. All the secondary data were collected 2010) by increasing transaction benefit for the
during the 1st and 2nd week of September 2015. retailers (Ellis and Kelly, 1992).
FINDINGS OF THE RESEARCH Over five and half decade ago Martineau
(1958) described store image as the personality
Objective 1: Gradual background of the
of the store through which a shopper defined a
concepts of store image and consumer
store on his/her mind. On two categories he
behavior
designated the concept of store image viz.
functional attributes and psychological
Store image
attributes. Location, assortment of products,
Store image is the overall perception that store convenience, store layout combined the
consumers have of a particular store and of the former category and psychological attributes
experience of shopping there. In today’s represented the shoppers’ feelings stimulated
competitive and emerging retail market retailers by the functional attributes of the store.
need to understand what image consumers have Nonetheless, explaining the concept of store
of the retailer’s store, and how this image image is not easy (Sewell, 1974) as researchers
compares to an ideal mage and to competitors has defined it with a number of different store
images. Developing a powerful image provides attributes to acknowledge conjointly creating
the retailer an opportunity towards the image of a store (Hirschman et al., 1978;
differentiation by creating a distinct image Keaveney and Hunt, 1992; Gundala, 2010). As
(Lockshin and kahrimanis, 1998). Studies on such, after the effort of Martineau (1958), over
store image literature strongly suggested that a the years different academician have described
favorable store image helped the retailer to store image in terms of different store attributes
develop and manage their market position or characteristics that are part of the overall
(Nevin and Houston 1980; Samli 1989a; image toward a store. (Fisk, 1961; Kunkel and
Sannapu and Singh, 2012) by creating a Berry, 1968; Lindquist, 1974; Doyle and
competitive advantage in terms of products, Fenwick, 1974; Bearden, 1977; Greenberg et
price or service differentiation (Wortzel, 1987; al., 1983; Ghosh, 1990; Hasty and Reardon,
Day and Wesley, 1988) which would not easily 1997; Solgaard and Hansen, 2003). Dichter
be duplicated by other retailers (Rosenbloom (1985) stressed that store image is the overall
1983). However, store image along with a clear image of any particular store that the
positioning message toward the target market customers’ possess in their mind which is
found to have influenced on store loyalty considered as one of the important marketing
assets for retail success (Amirani and Gates, (1988) customers regarding how they
1993). The mage is the overall expression by perceived the store
the retail customers as how they perceived the Grewal et al., Store image has build up as
store (Zimmer and Golden, 1988). (2004) combined evaluation regarding
the store and the brand that
Scholars Definition of store image
influenced customers’ store
Kunkel and Store image is totality of the
choice
Berry (1968) experience and
Jinfeng and Store image can be signified
conceptualization that intensify
Zhilong with different store attributes or
consumers purchase decision
(2009) characteristics, that focus on the
and recommendation to others
marketing activities of a store
about a specific store.
for influencing customer
Lindquist Store image is composited with
perceptions of store choice
(1974) tangible or functional factors
Chang & Store image is the combination
and intangible or psychological
Luan (2010) of consumer’s perceptions and
factors that are professed by the
previous experience towards the
consumers to be seen in the
store’s different attributes
store
Kasulis and Store image is the combination
Lasch (1981) of objective attributes such as More recently, Gundala (2010) has described
location, size, store hours and the meaning of store image as the salient
subjective attributes including attributes of a particular store that consumers
attractiveness of store décor, measured and compared according to the
friendliness of employees, that importance of each attributes. Apparently, in
level of store service formed contemporary times numerous researchers has
form the perception of given substantial emphasis and emerged on
consumers store image to understand its importance in the
Dichter Store image is the overall image present retail business context (Theodoridis and
(1985) of any particular store that the Chatzipanagiotou, 2009; Silva and Giraldi,
customers’ possess in their 2010; Biswal and Sreekumar, 2011; Kumar and
mind Manjunath, 2012; Lin and Liao, 2012
Zimmer and Store mage is the overall & ).
Golden expression by the retail
Consumer Behavior perceptions, attitudes and purchase intentions

became necessary for the successful strategic
The root of consumer behavior prior has been
implementation of the marketer. This change
associated with the field of marketing discipline
took place dramatically in the past decade
(Kernan 1995). In the late 1950s the growth and
which is diversifying the consumers’ needs and
importance of studying consumer behavior has
choices on their daily necessities. In today’s
focused by different academicians’ and
dynamic and competitive business
practitioners to gain an overall knowledge from
environment, retailers must thoroughly
its theoretical perspectives (Dahl, Haire, and
understand and predict how the consumers
Laz-arsfeld 1959; Gordon and Howell 1959).
behave in purchasing various goods and
Since then the previous emphasis of marketing
services for their use. Considerable amount of
from a managerial perspective were shifted
literatures were found to describe how the
towards consumer behavioral perception by
changing retail scenario influenced the behavior
understanding how and why consumers
of the consumers (VigneronandJohnson, 1999;
behaved according to their own need and
Ahmed, 2007; Nair and Pillai,
priorities (Kernan 1995; Wilkie and Moore,
2007;Hirekenchanagoudar, 2008; Alhemoud,
2003). According to Blackwell et al.,
2008; Shamsher and Hossain, 2012; Shamsher,
(2006)consumer behavior is the combination of
Abdullah and Saha, 2012; Sharma and Lal,
consumer acquisition, consumption and dispose
2012;Shukla and Shukla, 2013)
of products and services. Kotler (2010) has
defined consumer behavior as the combination Seemingly, some recent studies has given
of mental, emotional and physical activities considerable attention to describe store
through which people select, purchase, use and environmental influence on consumer behavior
dispose of products and services that satisfy (McGoldrick and Pieros, 1998; Hunter and
their needs and desires.Consumer behaviors Mukharji, 2011; Chen and Hsieh , 2011;Bohl,
reflects the totality of consumers’ decisions 2012), merchandising and display effect on
making process and physical activity that an consumer behavior(Miremadi and khoei,
individual’s engage in when evaluating, 2013;Kaur, 2013)influence of background
acquiring, using, or disposing of goods and music on consumer
services (Schiffman and Kanuk, 2004, p.23) behavior(YalchandSpangenberg, 2000;
Morrison, 2002; Gueguen, at el, 2007). Studies
Since the emergence of consumer behavior has
has also discovered significance on store
shown a changing paradigm , the importance of
Choice Behavior (Kaul, 2006; Mittal and
better understanding about consumer needs,
Mittal, 2008; Ardhanari, at el. 2013; Jaravaza and other accessibility factors. After that a
and Chitando, 2013), retail consumption succeeding study conducted by Berry (1969)
behavior (Wu and Chow, 2013) consumer acknowledging three primary broad factors for
buying behavior (Sukato and Elsey, influencing consumer's store choice behavior
2009;Khare, 2011; VenuGopalRao, and Gopal, namely, quality and variety of merchandise,
2012; Sharma, Bhattacharya and Sonwaney, sales staff, and store atmosphere.
2012; Jha, 2013;Choubtarash, Mahdieh. and
Marnani, 2013;Rashmi, 2013),Decision- Scholars Dimensions of store image
Making Behavior (Kwan, Yeung, Au, 2004; Fisk (1961) Location accessibility,
Kazmi, 2012; Jeddiat el, 2013) and consumer merchandise suitability, value
repurchase behavior (Chen, Shan and for price, sales efforts and store
Hsieh;Sohail, 2013). Consumer usage behavior service.
(Osman, at el. 2012; Tripathi and Singh, 2012) Kunkel and Price of merchandise, quality,
Berry (1968) assortment, fashion of
Objective 2: Dimension of store image
merchandises, sales personnel,
sales promotion, advertising,
Academic and experimental evidence has
store atmosphere, locational
suggested that the concept of store image was
accessibility, service, reputation
first introduced by Martineau (1958). After the
on adjustments and other
effort of Martineau, over the years different
accessibility factors.
researchers have focused on the dimensions of
Berry (1969) Quality and variety of
store image through different store attributes or
merchandise, sales staff, and
characteristics that are part of the overall image
store atmosphere.
toward a store. As such, the six important store
Lindquist Merchandise, service, clientele,
attributes as identified by Fisk (1961) were
(1974) physical facilities, promotion,
location accessibility, merchandise suitability,
accessibility, store atmosphere,
value for price, sales efforts and store service.
institutional and post-
Kunkel and Berry (1968) proposed twelve
transaction satisfaction.
store features which included price of
Doyle and Product, price, assortment,
merchandise, quality, assortment, fashion of
Fenwick styling and location.
merchandises, sales personnel, sales promotion,
(1974)
advertising, store atmosphere, locational
James et al. Assortment, personnel,
accessibility, service, reputation on adjustments
(1976) atmosphere, service, quality
and price. Lindquist (1974) research came out as one of

Bearden Price, quality of merchandise, the illustrious work on store image which
(1977) assortment, atmosphere, prolonged Martineau’s components. The study
location, parking facilities, and was conducted by reviewing 19 research
friendly personnel. articles and combined into a set of nine groups:
Greenberg et product choice, promotion and merchandise, service, clientele, physical
al. (1983) the store atmosphere facilities, promotion, accessibility, store
Ghosh Location, merchandise, store atmosphere, institutional and post-transaction
(1990) atmosphere, customer service, satisfaction. Corresponding year Doyle and
price, advertising, personal Fenwick (1974) proposed five store image
selling, and sales incentive attributes including product, price, assortment,
programs. styling and location. Subsequently, another
Visser and Merchandise, service, clientele, study conducted by James et al. (1976)
Noordwyk physical facilities, convenience, resulting six dimensions from their study,
(2006) promotion, store atmosphere, namely assortment, personnel, atmosphere,
institutional factors and post- service, quality and price. On the other hand,
transaction satisfaction. Bearden (1977) suggested seven dimensions of
(Adapted from Lindquist’s store image as important for store patronage
(1974 study) behavior including price, quality of
Jinfeng and Convenience, perceived price, merchandise, assortment, atmosphere, location,
Zhilong physical facilities, employee parking facilities, and friendly personnel.
(2009) service, and institutional factors Greenberg et al. (1983) research outcome on
Verma & Store's Product and Operational US fashion market revealed that product
Madan Quality, Store's Overall Visual choice, promotion and the store atmosphere
(2011) Appeal, Customer found to be the most important factors
Convenience, Perceived Price influencing consumer decision making.
and Past Satisfaction and However, Ghosh (1990) introduced nine store
Store's Promotional image elements such as location, merchandise,
Effectiveness store atmosphere, customer service, price,
Virvilaite Services, convenience, quality, advertising, personal selling, and sales
and product variety, product price incentive programs.
Dailydiene and atmosphere

(2012)
Some recent studies have focused on the important to Indian consumers to discover the
importance of store image attributes on the importance of apparel store image attributes
highly competitive and dynamic retail market ( from female customers’ perceptions. The five
Visser, Preez & Noordwyk, 2006; Vyver, indentified factors through Factor analysis were
2008; Verma & Madan, 2011). Visser and Store's Product and Operational Quality, Store's
Noordwyk (2006) conducted a study to identify Overall Visual Appeal, Customer Convenience,
the apparel store image attributes for the Perceived Price and Past Satisfaction and
selected group of female consumers. A total of Store's Promotional Effectiveness where
nine store image attributes were identified for Store’s Product and Operational Quality found
this study that were adapted from Lindquist’s as the most important factor for determining
proposed (1974-1975) store image dimensions. overall image of the store.
These were merchandise, service, clientele,
physical facilities, convenience, promotion, Biswal, Sreekumar and Panda (2011) stressed
store atmosphere, institutional factors and post- out the important factors that influenced the
transaction satisfaction. The research outcome sore image of the Indian customers. Among the
revealed that merchandise and clientele were thirty two attributes results of the study
deemed to be the most important store image revealed that cleanliness and tidiness of the
dimensions, followed by service whereas, the store was found to be the most important factor
least important dimension considered was intended for gaining consideration pro holding
physical facilities by the shoppers. The findings a positive image about the store by the Indian
further suggested that insignificant difference customers. Followed by next important factor
engendered between the store image as décor and layout of the store, store
dimensions of this study and Lindquist’s (1974- atmosphere, good quality product and
1975) proposed dimensions. fashionable merchandise. Conservative image
of the store was found to have the least
In another study by Jinfeng and Zhilong (2009) essential factor. More recent times Virvilaite
stressed the importance of positive effect of and Dailydiene (2012) showed the influence of
store image dimensions such as convenience, store image on private brand image. The
perceived price, physical facilities, employee authors determined six store image factors viz.
service, and institutional factors on retailer services, convenience, quality, product variety,
equity dimensions as antecedents of retailer product price and atmosphere and originated
equity. Seemingly, Verma & Madan (2011) that convenience and store atmosphere were
identified 28 key factors that were perceived found to have the largest positive influence on
the private brand image. Although the study a store which ultimately helped to increase
confirmed that product variety and price also sales revenue (Gudonaviciene and Alijosiene,
used to form positive private brand image. 2013).
Objective 3: Influence of store image on

Arnold et al. (1983) found that store choice
consumer behavior
decision were dominated by location and price.
Store image and Store choice Subsequently, Tigert (1983) established that
location and convenience were significantly
Studies has given considerable attention to the
influence store choice behavior followed by
influence of store image attributes in the
price and courteous service. Jantan and
consumers store choice decision (Belk, 1975;
Kamaruddin (1999) examined the important
Acto and Anderson, 1979; Hirschman,1981;
store image attributes influential in the
Bodkin & Lord, 1997; Mas-Ruiz, 1999).
departmental stores selection behavior of the
Malaysian shoppers. Among the seven store
Studies showed that store choice influenced by
image attributes the most important attributes
different situational factors like location and
in the store choice behavior was location
presence of physical and social surroundings
followed by service, merchandise and
such as decor, noise, aromas, lighting intensity
promotion and advertising.
and physical layout (Belk, 1975). Markin et
al.(1976) investigated how favorable store For selecting grocery store Koksal (2007)
environments influenced shoppers store choice found product, pricing , payment method,
behavior. On the other hand Acto and Anderson personnel and store convenience as the most
(1979) showed how a distinct image with important factors. A study by Yoo-Kyoung
superior store attributes influenced the Seock (2009) examined how apparel retail store
comparative store choice behavior between environmental cues and demographic
recent shoppers and non recent shoppers. characteristics influence the Hispanic
Similar views shared by by Hirschman consumers’ apparel store choice behavior
(1981).However, concern for the retail across various retail store formats like
achievement by Kirkup & Rafiq (1999) argued department stores, specialty stores, and mass
that a retailer’s success depends on shoppers’ merchant stores. However, in a study by
attraction toward the store. Whereas, Warnaby Hassan, Mohammad & Bakar (2010) showed
and Yip (2005), suggested that rather than store choice dependent on reasonable price,
necessity attraction to stay and spending time in merchandize variety and personalized services
a particular store somehow influenced to select offered by the store.
Store image components like available Fresh the store image factors influenced the store
and original goods, cheaper prices, convenient selection choice. Six store image factors were
store locations, strong brand image, and eye- identified which were sales assistance, store
catching store tangibles have significant effect atmospherics, store appeal, in-store induced
in making shopping choice between appeals, promotion/brand availability and store
modernized shopping centers and traditional accessibility. Results of the study showed that
shopping centers (Ahmed, 2007). Another among the store image factors sales assistance
study conducted by Shamsher & Hossain deemed to be the highest importance and store
(2012) found clear distinction in store choice atmospherics found to have the least
and behavioral patterns of consumers towards importance for the sportswear shoppers in
traditional retail stores and large-scale retail determining their store choice behavior. The
stores. study further concluded no significant
difference between males and female
In more recent times, Gudonaviciene and
sportswear shoppers for choosing a particular.
Alijosiene (2013) research outcome revealed
Consistent finding also showed that gender
that merchandizing was found as the most
does not significantly create any influence in
important image attributes followed by macro
the store choice behavior (Birtwistle and
accessibility, entertainment, micro accessibility
Shearer, 2001;Gundala, 2010).Nonetheless,
and atmosphere for selecting a store. Similar
contradictory findings revealed that male
results were found by Yilmaz (2004) where
shoppers selected different store image
features of merchandize and geographic
attributes compared to female shoppers for
location were given the highest preference in
purchasing apparel products (Torres, Summers
choosing shopping center by the Turkish
& Belleau, 2001; McGrath, 2001).
customers.
In the corresponding time, Jaravaza and Store image and Purchase Intention
Chitando (2013) revealed that store location
features, namely travelling time, location Purchase intention signifies consumers’
convenience, proximity to complimentary possibility and willingness to purchase a certain
outlets and store visibility were found to be the product or service (Wu, Yeh and Hsiao, 2011)
important factors which implies the which represents an important indicator for
significance for store location in selecting a assessing the behavior of consumer by
store. In another study , Dhurup ,Mafini and influencing consumer purchase possibility
Mathaba (2013) conducted a study on South (Dodds et al., 1991). According to Schiffman
African Sports apparel market to discover how and Kanuk (2007) higher purchase intention
will increase higher transaction and resulted in Ruyter, 1998; Bigne´ et al., 2001; Zins, 2001;
increased profitability. Several studies showed Theodoridis and Chatzipanagiotou, 2009; Silva
that store image attributes like pleasant store and Giraldi, 2010; Beneke, Adams, and
environment and atmospheric cues positively Solomons, 2011; Kumar and Manjunath, 2012;
influenced the purchase intention of retail Dineshkumar, and Vikkraman, 2012).
shoppers (Donovan et al., 1994; Schlosser et
al.,1998; Kumar et al., 2010; Jin at el., 2012). An empirical study was conducted on a
Whereas, Brucks et al. (2007) argued that departmental store of Switzerland by Bloemer
purchase intention effected by that brand name and Ruyter (1998) emphasizing that store
and Jin at el. (2012) found positive relationship image has an indirect positive effect on store
between product variety and purchase intention loyalty through store satisfaction. In a
of Malaysian young adults. subsequent study by Giese & Cote (2000)
found that three store image attributesof a
In more recent studies Wu, Yeh and Hsiao service provider has an direct effect on service
(2011) showed how store image dimensions satisfaction. Mamalis, Ness &Bourlakis (2005)
like product variety, product quality, price, found that intangible store image factors like
value for money and store atmosphere has adaptation to Locality, food and service were
created a direct and positive effect on the more important compared to the tangible store
purchase intention. In a subsequent study Lin image factors alike quality of food, Facilities
and Liao (2012), expressed that whenever the and Promotion for the development of
consumers are satisfied with the image and customer satisfaction in Greece fast food
environment of a particular store they form market. Whilst, Alves and Raposo (2007)
purchase intention and come back again to showed that image has a direct and significant
purchase. Whilst, Rizkalla and Suzanawaty influence on satisfaction suggesting the idea
(2012) found an insignificant relation between that if people perceived a positive image it will
store image and purchase intention for the lead them to be satisfied.
Indonesian shoppers.
In another study by Theodoridis and
Store image and Store Satisfaction Chatzipanagiotou (2009) relate the store image
dimensions with customer satisfaction and
Substantial research has been carried out to revealed that price has the strongest influence
discover the importance of store image for on satisfaction and product dimensions was
influencing store satisfaction (Bloemer and second most important on the degree of
satisfaction. Whereas, Silva and Giraldi (2010) Store image and Store Loyalty
identified the effect of store image on The ultimate effect of store image on store
customers’ satisfaction level by employing loyalty has been given importance in
seven store image factors like assortment, voluminous researches (Kunkel and Berry,
convenience, reputation, price, atmosphere, 1968; Lessig, 1973; Zimmer and Golden, 1988;
layout and service. The results showed the Bloemer and Ruyter, 1998; Bloemer and
factor that mostly affected customer satisfaction Odekerken-Schröder, 2001;Yoo and Chang,
in the store studied was service followed by 2005;Orth, Mark T. Green, 2009;Shahroudiand
convenience, assortment, reputation and price; Mohammadi,
whereas atmosphere and layout had no effect in 2012; .
this respect. But in both the studies indicated
that the atmosphere dimension had no In an empirical study conducted on a
significant influence on customers’ satisfaction. departmental store of Switzerland by Bloemer
In a more contemporary research by Kumar and Ruyter (1998) confirmed that store image
and Manjunath (2012) showed positive has an indirect positive effect on store loyalty
influence of store image and product and through store Satisfaction. Another research on
service dimension on customer satisfaction. Korean retail market by Yoo and Chang (2005)
emphasized on how store image attributes
Beneke, Adams, and Solomons (2011) found influence store loyalty for different retail
positive and direct statistically significant format i.e. departmental store and discount
relationships between store image and store store. The research outcome revealed that for
satisfaction for South African super market departmental store, store loyalty was largely
shoppers. In a succeeding research influenced by store atmosphere followed by
Dineshkumar and Vikkraman (2012) showed location, shopping convenience and sales
how customer buying decision has changed personnel service. In the case of discount
from unorganized retail outlet towards store, quality of goods found to have highest
organized retailing for having store image influence on store loyalty followed by
attributes alike self service, product price, advertisement, store atmosphere and credit
visual merchandising, home delivery and fast policy. A study by Ulrich R. Orth, Mark T.
checkout services for influencing customer Green (2009) showed differential effects in
satisfaction. how store image elements influenced customer
loyalty through trust and satisfaction. Verma &
Madan (2011) gave importance for a favorable
store image for increasing satisfaction with the examined the relationship between store image
store which in turn increases store loyalty. and store loyalty and indicated that there is a
Shamsher and Hossain (2011) revealed that strong correlation between store image and
store image components like service quality, store loyalty. According to the authors
store conveniences, product quality, and customers always hold some image or
availability of new products has positive perception regarding the factors or facilities
influence on store loyalty among Bangladeshi available in the store. If these customers found
shoppers. Whilst, Beneke, Adams, and themselves satisfied regarding what they were
Solomons (2011) found no direct significant expecting from the store they come again and
relationships between store image and loyalty again for purchasing and also referred other
for South African super market. people to buy from that particular store which
specified their store loyal behavior.
A study by Liason et al. found different image
attributes like reputation, information and SUMMARY AND CONCLUSION
physical environment proved to have
The retailing practice is going through a radical
significant influence on customer loyalty.
revolution due to the introduction of new
Another study conducted in Hongkong fashion
formats for which organized retail is gaining
retail stores by Chan and Chan (2008) revealed
tremendous importance in the recent times.
that whenever the shoppers felt the pleasure of
Moreover, with the changing behavioral
shopping and had a great enjoyment and
phenomenon retailers need to concern
satisfaction through different merchandise
regarding the lifestyle, preference and demands
displays available inside the store their
of consumers which is playing a vital role in the
shopping tendency naturally increases which in
ever changing purchasing perception of
turn influences their repurchasing intention and
consumers. Hence, it becomes important to
positive store image perception.
understand the overall customer perceptions
regarding store image that eventually influence
Surprisingly, in a more recent study by
customer store choice, purchase intention, store
Shahroudi and Mohammadi (2012) explored
satisfaction and loyalty toward their preferred
that the direct impact of store image on loyalty
store.
was low, however its indirect impact on loyalty
through considering customer satisfaction Literatures discussed above revealed that
found to has a medium impact. Nonetheless, among the various store image attributes store
(2013) choice behavior strongly influenced by location
(Arnold et al., 1983; Jantan and Kamaruddin, Preez & Noordwyk, 2006). Keeping this reality
1999;Jaravaza and Chitando, 2013) and in mind, today’s retailers are offering newer
convenience (Tigert, 1983),store environments service dimensions to create unique shopping
(Belk, 1975;Markin et al., 1976),reasonable experiences for the customers. In the face of the
price (Hassan, Mohammad & Bakar, increasing retail competition the marketing
2010),merchandizing (Gudonaviciene and approach should assess consumer perception of
Alijosiene, 2013) and sales assistance (Dhurup , store image for formulating effective marketing
Mafini and Mathaba, 2013). Likewise, studies strategies to create and enhance a favorable
showed that purchase intention is stimulated by store image to influence the overall behavioral
store image attributes like pleasant store pattern of the customers’. This theoretical
environment and atmospheric cues (Donovan et study, in addition to its contribution to the
al., 1994; Schlosser et al.,1998; Kumar et al., marketing literature, has important implications
2010),product variety and quality, price(Wu, for the retail entrepreneurs, professionals and
Yeh and Hsiao, 2011). However, a favorable academicians in terms of adopting strategic
store image make the customers revisiting the marketing decisions by expanding the retail
store by enhancing store satisfaction. Numerous portfolio towards a better understanding
studies discussed on positive and direct effect regarding the importance of store image
of store image on store satisfaction (Giese & dimensions and its impact on consumer
Cote, 2000; Alves and Raposo, 2007; Beneke, behavior.
Adams, and Solomons, 2011; Kumar and
Manjunath, 2012) which eventually influenced
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ELK ASIA PACIFIC JOURNAL OF MARKETING AND RETAIL MANAGEMENT

ISSN 2349-2317 (Online); DOI: 10.16962/EAPJMRM/issn. 2349-2317/2015; Volume 7 Issue 2 (2016)