publication . Article . 2008

Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty

Esen Gürbüz;
Closed Access English
  • Published: 19 Sep 2008
  • Publisher: Emerald Group Publishing Ltd.
  • Country: Turkey
Abstract
Purpose-The purpose of this paper is to build and test a model of the impact of a store brand name on perceptions of service quality and on customer satisfaction, the latter being the driver of perceived quality or at least a key determinant. It also aims to examine the role of all three variables in the generation of customer loyalty to a store brand. Design/methodology/approach-Data collected by questionnaire from 490 customers of three furniture stores in one city in Turkey were analysed by structural equation modelling, to test and measure the interrelationships in the specified model. Findings-Results suggest that both perceived service quality and customer...
Subjects
free text keywords: Brands, Customer satisfaction, Customer service quality, Turkey, General Business, Management and Accounting, Finance, Structural equation modeling, Advertising, Loyalty, media_common.quotation_subject, media_common, Service quality, Customer retention, Store brand, Marketing, Economics, Loyalty business model, Customer delight
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publication . Article . 2008

Retail store branding in Turkey: its effect on perceived quality, satisfaction and loyalty

Esen Gürbüz;