Retail Store Image and Customer Loyalty

By

Abstract

In this study we try to explore the concept of “store Image and customer loyalty”. The main focus of the research is on “good image of the retail store” and its relation with “and the loyalty of the customer”. The research also analyzes many aspects of “empirical results of the retail store image” and tries to gauge its effect on “customer loyalty and to make competitive advantage to retain the old customers”. Finally the research describes various factors which are responsible for “creating good image of the store” and tries to describe the overall effect of “making good image of the store and making customer more loyal”.

Table of Contents

CHAPTER 1: INTRODUCTION5

Background of the study5

Research Aims and Objectives5

Problem Statement6

CHAPTER 2: LITERATURE REVIEW7

Related Literature12

Experience Loyalty12

Impact Nature of Experience Loyalty13

Impact Path of Experience Loyalty14

Customer Involvement19

CHAPTER 3: METHODOLOGY21

Research Design21

Methodology Used22

Hypothesis statement24

Search technique24

Keywords used24

CHAPTER 4: DISCUSSION AND ANALYSIS25

Analysis and Discussion25

Price of Good29

Store environment30

Staff31

Available stock32

Range of products33

Quality of stocks34

Product information35

Product Display36

Ease of circulation36

Lighting37

Decoration38

Ease of finding goods38

Cleanness39

Car park40

CHAPTER 5: FINDINGS CONCLUSION AND RECOMMENDATIONS63

Findings63

Findings of Interview64

Conclusion64

Recommendations65

REFERENCES67

APPENDICES74

Questionnaire74

Article and Journal74

Chapter 1: Introduction

Background of the study

In recent weeks while working in a photo laboratory in Watford, I have noticed some issues which I felt could be addressed by this project. The photo lab is one of a department in an organization where many issues have arisen which is impacting this department. The main issue is that demand for photo printing service has started to fall due to new technologies such as home photo printers and digital photo frames.

Research Aims and Objectives

Aims

The aim of this research is to compare two retailers store image and its effects on customers loyalty. Retailer A showed a very successful sales profit and they have the biggest market share of UK retailing market and retailer B showed a very successful growth in past years and they could attract more customers to their shops and keep them as their regular customers. By comparing their customer's perception of store image, we could understand the role of store image in keeping the customers loyal to the brand.

Objectives

Following are the objectives for the research.

To analyze the relation between store image and customer loyalty

To highlight key elements of a successful store retailing

How does store image within a retailing store could affect customer satisfaction

Problem Statement

Customer involvement varies for different types of retailers, depending on the type of merchandise and/or services offered by the retailer. Certain products, because of their use as status symbols or importance for the physical or psychological wellbeing of a customer, cause customers to spend more time in a shop, require more information, require the assistance of sales staff for advice and want an opportunity to complain should the need arise. The extent to which a retail store provides facilities, staff, information, etcetera to address involvement expectations of their customers, should also influence the loyalty of the customer towards the retailer. Whether this contention is valid is the problem investigated in this study.

Chapter 2: Literature Review

Introduction

Traditional companies have typically conducted consumer research, characterized customer ...