engleski

The Meaning of Store Image and Store Atmosphere in the Store Choice Process

Over the last decade, retailers have been faced with many challenges. There are more sophisticated and more demanding customers. On the other hand, there is intense competition in retailing: non-store retailing formats, integrations, large store formats, etc. It requires retailers worldwide to define the manner in which they could differentiate themselves within the market and to attract the consumers better than their competitors. Although most retailers today use pricing strategies to obtain a competitive advantage, the importance of store image and store atmosphere is becoming increasingly accepted. The main objective of this paper is to investigate the influence of store image and store atmosphere on the store patronage and store loyalty in the case of a transitional country. The paper reports the findings of the study conducted on a nationwide representative sample of the Croatian population and points out the positive relation between the terms mentioned above.

store atmosphere; store image; loyalty

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