The relationship between store image, overall customer satisfaction and store loyalty

Fadzylie Dullie, (2012) The relationship between store image, overall customer satisfaction and store loyalty. Masters thesis, Universiti Malaysia Sabah.

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Abstract

This study aims to investigate the relationship that exists between selected store image dimensions, customer satisfaction and store loyalty. The objective is to examine the relationship between store image and store loyalty, between store image and overall customer satisfaction and between overall customer satisfaction and store loyalty. The study also aims to examine the role of overall customer satisfaction towards store image and store loyalty. The study should be able to help store managers determine what are the most valuable store image dimensions that they should concentrate on in order to attract customers to patronage their stores, how to ensure that they have a positive experience so that they can be satisfied and be willing to be loyal to a particular store. A survey was conducted at selected stores in the Kota Kinabalu area in for two weeks in June 2012 and managed to collect data from 270 respondents. The findings of the research showed that a significant relationship towards store loyalty exists for four of the six elements of store image that was studied namely merchandise quality, perceived price, employee customer service and reputation. Overall customer satisfaction was also found to be a Significant mediator between store image and store loyalty.

Item Type:Thesis (Masters)
Uncontrolled Keywords:store image, customer, satisfaction, store loyalty
Subjects:H Social Sciences > HF Commerce
Divisions:SCHOOL > School of Business and Economics
ID Code:6141
Deposited By:IR Admin
Deposited On:29 May 2013 15:43
Last Modified:29 May 2013 15:43

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