The Empirical Research On The Influence Of Store Image On PB Perceived Value And Loyalty

It is an important way of building up the store loyalty to pursue the advantages inmarket competition for modern retailing.The store image could have a remarkable effect oncustomers’decision makings,and even lead to the origin of selection in retailers when thecommodities and the services supplied by them are homogeneous.For the being time,therestill exist disagreements in the foreign studies about the relation between the store image andthe store loyalty.However,it stops at a surficial extent when it falls within the domesticstudies on the field mentioned above.This paper,with the purpose of solving the present problems in retailing industry of ourcountry and filling the lack of theoretical studies in the above field with the findings of thisresearch,has established a theoretical model on the relation between the store image andstore loyalty.The model is on the basis of the Theory of Consumers’Behavior, store loyaltyTheory,Trust Theory and Store Image Theory,and treats the customer satisfaction and PBPerceived Value as the media variables.This paper tries to cause a heuristic argumentexploring the relation between the store image and store loyalty within the framework in fourdimensions of cognitive loyalty,affective loyalty,conative loyalty and action loyalty.Then itdevelops the local scale which is suitable for use under the background of Chineseculture.Besides that,a survey has been carried out in guangzhou.In this way,this paper pool293samples and further the study in data analyzing.The empirical study shows that the self-developed scale has a good reliability andvalidity.The findings also illustrates that the store image could directly affect the cognitiveloyalty,affective loyalty,conative loyalty and action loyalty.And besides that,it also canindirectly influence the cognitive loyalty and affective loyalty through the media variables ofcustomer satisfaction and PB Perceived Value.However,it is found that the customersatisfaction and PB Perceived Value have no direct effect on conative loyalty and actionloyalty.At the same time,the causality among the multi-dimensional loyalty is supported bythe findings of the empirical study,which further interprets the complicate causality chain ofthe variables.