Exploring Store Images, Customer Satisfaction and Customer Loyalty Relationship of Adiscount Retail Store The Case Study of Carrefour and Macro
Abstract
The discount retail business in Yogyakarta has experienced changes with
many multinational corporations entering the market. The discount retail store
acts the strong character in the market channel. Not only it has rapid revenue
growth, but many enterprises stride in this industry. These changes have caused
the high homogeneous discount retail store industry competition more shapely
The urgent market environment forces both marketing academicians and
practitioners, especially ofmultinational retail entities, to investigate the various
factors affecting discount retail store satisfaction and loyalty. But relatively little
research has directed its focus on the various dimensions of retail images relevant
to the discount retail environment.
This study attempted to explore the store image, customer satisfaction and
customer loyalty relationship, and examined whether they have significant
influence to them in Yogyakarta discount retail store. As some studies on similar
topic have been conducted in other countries by using various dimensions ofretail
store images, this research is expected to provide a replicate study on store
images, customer satisfaction and customer loyalty relationship of Indonesian
people.
The sample of this research are two well-known discount retail stores
French's Carrefour and Makro a joint venture between Taiwan's Feng Chun
group and the Holland based company cooperation. The primary data in this study
is collected from a survey of 150 respondents of Islamic University of Indonesia
students in Sleman, Yogyakarta, Indonesia.
Based on the research finding and the analysis, it is found that the
customer demography variables do not have significant difference towards a
discount retail store image. The customer's store image ofdiscount retail store is
significantly associated with customer satisfaction. The discount retail store
customer satisfaction significantly associated with the customer loyalty Hence
the customer's store images of discount retail store are significantly associated
with customerloyalty.
The finding suggests that the discount retail store should try to improve
their service as well as maintaining the retail business image as it is a general
factor in business in order to keep the consumers loyal. These, can be enhanced by
mcreasmg service which comprises both tangible and intangible factors and
carried out several dimensions that will reflect its attributes, which is location,
characteristic and variety ofquality, price, advertisement and promotion'
Collections
- Management [4540]