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

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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