Abstract:

In the shop industry where competition is very dense, the only way to succeed is to meet the expectations and desires of consumers and to make a difference. Thus, knowing how consumers perceive the store image play a key role on the shop’s success. In this study, it is aimed to determine the effects of the aspects that establish the store image on the store loyalty and to demonstrate whether the indicated level of effect differs or not in terms of the demographical characteristics of the consumers. For this purpose, In 15 February 2016, Survey was applied to 370 holders of a special loyalty card of the largest chain store (both in terms of physical area and the amount of customers) of the Palerium Shopping Mall, located in the province of Erzurum, city center. The resulting data was assessed by the frequency analysis. The findings of the study suggest that the aspects that determine the store image have influence on the brand loyalty (confidence to the store, frequent shopping from the store, recommending the store to prospective customers, loyalty to the store, appropriation of the staff of the store) and further demonstrate that the indicated activity differs based on the gender, income levels and the professions of the consumers.