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THE EFFECT OF STORE IMAGE AND BRAND PERCEPTION ON CUSTOMER SATISFACTION: THE CASE OF THE HYPERMARKET IN THAILAND |
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| รหัสดีโอไอ | |
| Creator | Patcharee Yoopetch |
| Title | THE EFFECT OF STORE IMAGE AND BRAND PERCEPTION ON CUSTOMER SATISFACTION: THE CASE OF THE HYPERMARKET IN THAILAND |
| Contributor | Akachai Apisakkul |
| Publisher | University of the Thai Chamber of Commerce |
| Publication Year | 2556 |
| Journal Title | UTCC International Journal of Business and Economics |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 73-84 |
| Keyword | Acquisition, Store, Brand perception, Self-congruity, Customer satisfaction |
| URL Website | http://ijbejournal.com/ |
| Website title | ijbejournal |
| ISSN | 1906-5582 (paper) |
| Abstract | The objectives of this studyare to identify consumers' store behavior and brand perceptions after anacquisition and to explore the effects of store image, self-congruity, and brand perception oncustomer satisfaction after the acquisition regarding the case of hypermarket content in Thailand. Questionnaires were distributed to 400 samples in the high competitive area of Bangkok and vicinity. The Structural Equation Model (SEM) was used to analyze the gathered data, and the proposed model showed that customer satisfaction positively resulted from store image, brand perception, and self-congruity. The most influential factor affecting customer satisfaction was self-congruity, followed by store image and brand perception respectively. Discussions of the results and implications are also provided. |
