Retailer self-perceived store image and competitive position
Retailer self-perceived store image and competitive position
复制标题
零售商自我认知的商店形象和竞争地位
DOI：
10.1080/095939697343120
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发表时间：
1997
期刊：
影响因子：
--
通讯作者：
H. Timmermans
中科院分区：
文献类型：
--
作者：
H. Oppewal;H. Timmermans
传统上，商店形象是从消费者的角度来研究的。然而，这是零售商感知自己商店形象的方式，决定了他们将如何为客户改善商店。本研究旨在探讨零售商对自身商店形象感知的本质，并针对以往研究中存在的一些方法学问题，设计了一个从竞争优势的角度测量自我感知商店形象的任务。一个任务，零售商排名17个商店属性的位置，以表明他们认为是他们的主要竞争优势。该论文报告了一个欧洲城镇183家零售商的应用结果。研究结果表明，平均而言，零售商认为服务的维度上，他们最积极的区别于竞争对手，价格和促销被认为是最不区分。经验证据进一步提出了六个维度（价格，位置，商店inte...
Store image has traditionally been studied from the perspective of the consumer. However, it is the way in which retailers perceive the image of their own store that determines how they will act to improve their store for the customer. This study is aimed at exploring the nature of retailers' perception of their own store image and, given some methodological problems related to previous research, developing a task to measure self-perceived store image in terms of competitive advantage. A task is developed in which retailers rank 17 store attribute positions to indicate what they think are their major competitive advantages. The paper reports results from an application involving 183 retailers in a European town. The research findings indicate that on average retailers consider service as the dimension on which they most positively distinguish themselves from competitors; price and promotion are considered least distinguishing. Empirical evidence further suggests six dimensions (price, location, store inte...