The Importance of Store Image in Retail Food Markets: An Analysis within the Framework of the S-O-R Paradigm

Yıl 2023, Cilt: 18 Sayı: 2, 615 - 636, 01.08.2023

Demet KÖSEOĞLU İlhami TUNCER

https://doi.org/10.17153/oguiibf.1233199

Öz

In the retail industry, where competition is extremely intense, it has become quite challenging for the stores to differentiate themselves from their competitors and gain an advantage. In this context, although many studies have been conducted to determine the purchase intention of consumers, the number of studies that have been handled within the framework of the stimulus-organism-response (S-O-R) model by determining the store image dimensions is quite limited. In this study, the effects of store image on brand awareness, customer satisfaction, perceived value and purchase intention were investigated using the S-O-R model. As a result of this study, evidence is presented on how retail markets can strengthen store image and therefore improve store performance.

Anahtar Kelimeler

Store image, perceived value, satisfaction, purchase intention, Stimulus-Organism-Response (S-O-R)

Perakende Gıda Pazarlarında Mağaza İmajının Önemi: S-O-R Paradigması Çerçevesinde Bir Analiz

Öz

Rekabetin son derece yoğun olduğu perakende sektöründe mağazaların rakiplerinden farklılaşması ve avantaj elde etmesi oldukça zorlayıcı bir hal almıştır. Bu bağlamda tüketicilerin satın alma niyetini belirlemeye yönelik birçok çalışma yapılmış olmasına rağmen mağaza imaj boyutlarının belirlenerek uyarıcı-organizma-tepki (S-O-R) modeli çerçevesinde ele alınan çalışma sayısı oldukça sınırlıdır. Bu çalışmada mağaza imajının marka bilinirliği, müşteri memnuniyeti, algılanan değer ve satın alma niyeti üzerindeki etkileri S-O-R modeli kullanılarak incelenmiştir. Bu çalışmanın sonucunda, perakende pazarlarının mağaza imajını nasıl güçlendirebileceğine ve dolayısıyla mağaza performansını nasıl iyileştirebileceğine dair kanıtlar sunulmaktadır.

Anahtar Kelimeler

Mağaza imajı, algılanan değer, memnuniyet, satın alma niyeti, Uyaran-Organizma-Tepki (S-O-R), Store image, perceived value, satisfaction, purchase intention, Stimulus-Organism-Response (S-O-R)

Kaynakça

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