| Summary: | Knowledge of customers' image of a store is an essential factor in the management of retail outlets. This article presents a case study of the effect of the image customers have of a shoe store on their satisfaction, based on a descriptive and quantitative survey, with the application of a structured questionnaire. We then employed factor analysis to obtain seven store image factors: assortment, convenience, reputation, price, atmosphere, layout and service. The results show that the factor that most affects customer satisfaction in the store studied is service, and that atmosphere and layout have no effect in this respect. The results provide a better understanding of the role store image plays in customer satisfaction and loyalty.
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