Examination of the Effects of the Shopping Orientation on Store Image and Shopping Satisfaction

Year 2017, Volume: 6 Issue: 1, 55 - 70, 09.08.2017

ÇİĞDEM Unurlu

Abstract

Abstract

 

The aim of this research is to determine which variables
of shopping orientation effects on shopping satisfaction and shopping image,
thus to give recommendations to the Turkish retailers. This article documents a
study and model of the dimensions of shopping orientation associated with store
image and shopping satisfaction.

 

The literature review part consists of three parts
namely shopping orientation and its components (shopping enjoyment, price
consciousness and frugality, shopping antipathy, brand loyalty, confused by
over choice, store loyalty, shopping confidence, and brand consciousness);
store image and its components (marketing image, social image, strategic
image); and shopping satisfaction.

 

In order to explore the relationship between shopping
orientation, store image and shopping satisfaction, a two phase research design
(exploratory and descriptive) was adopted and conducted in the Turkish
retailing industry. Descriptive part of the study was based on 125 responses.
Results were analyzed using the SPSS 20. The multidimensional operationalization
of shopping orientation and store image allowed the testing of the relationship
between the dimensions of shopping orientation, dimensions of store image, and
shopping satisfaction. 

Keywords

Shopping Orientation, Store Image, Shopping Satisfaction

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