THE EFFECT OF STORE IMAGE AND WORD-OF-MOUTH MARKETING ON CUSTOMER SATISFACTION: A RESEARCH IN ÇANAKKALE PROVINCE

Year 2017, , 438 - 447, 30.12.2017

Polat Yucekaya , Omer Faruk Rencber , Meltem Canoglu

https://doi.org/10.17261/Pressacademia.2017.731

Abstract

Purpose- The aim of
this study is to examine the effect of store image and word of mouth marketing
on customer satisfaction.

Methodology- For this purpose, a face-to-face questionnaire was
conducted by the customers of a store operating in the province of Çanakkale in
September-October 2016 with easy sampling method. The obtained data were tested
by t-test, ANOVA, Factor and Regression analysis.

Findings- According to the results of the analysis, it was determined
that the store image size was the most influenced by the "Personnel"
in the oral marketing. However, the effect levels of store image sizes in oral
marketing were respectively staff, price, product, store atmosphere and
convenience.

Conclusion- In this study, it is concluded that store image in
terms of store atmosphere, attitude of staffs to costumers, product quality and
reliability and it was reached results that these factors influence costumer
satisfactory. Nonetheless, mouth to mouth marketing have also considerably
effect on costumer satisfactory. It has determineted that influencing factors
to costumer satisfactory are respectively attitude of staffs to costumers,
mouth to mouth marketing, good quality and reliability. 

Keywords

Store image, word of mouth, customer satisfaction, customer loyalty, customer

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