How Store Image Affect Satisfaction and Loyalty

A Structural Model for Traditional Market

DOI

10.2991/assehr.k.210413.002How to use a DOI?

Keywords

store-image, customer satisfaction, customer loyalty

Abstract

The quality of traditional market services is less competitive when compared to modern markets. The condition occurs because traditional retail is perceived as a slum, chaotic, muddy, dirty, and lack of facilities such as limited parking area, smelly and dirty trash cans, hallways, narrow and so on Store image is an important factor for customers in creating customer satisfaction and loyalty. This paper aims to measure the effect of store image on customer satisfaction and loyalty in the context of traditional markets. This research has been conducted on 400 customers in 16 traditional markets in West Java, Indonesia. A procedure of structural equation modeling has been applied to evaluate the proposed research model. The methodology used consists of two stages. The first step was to see the construct validity through Convergent Validity (CV), Average Variance Extracted (AVE), Construct Reliability (CR), and Discriminant Validity (DC). Secondly, structural equation modeling. The results reveal that store image has positively influenced customer satisfaction; however, they show a non-significant effect on customer loyalty. Furthermore, satisfaction also positively influences loyalty.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Moh Farid Najib
PY  - 2021
DA  - 2021/04/14
TI  - How Store Image Affect Satisfaction and Loyalty
BT  - Proceedings of the 2nd Annual Conference on Social Science and Humanities (ANCOSH 2020)
PB  - Atlantis Press
SP  - 5
EP  - 9
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210413.002
DO  - 10.2991/assehr.k.210413.002
ID  - Najib2021
ER  -