An Evaluation of Store Image Congruity Inï¬‚uences on Loyalty Patronage Behaviour
AbstractThis study examines the inï¬‚uence ofstore image on loyalty behaviour. A gap analysis of store images was proposed using the provider-users dyad. Five gaps are produced. The inï¬‚uence of each of these gaps has on loyalty behavior was tested. The results were found to he contrary to the previous customer-management dyad studies. While customers" expectations ofa retail store were high, management under-rated their customersâ€œ perceptions on both the expectations and the evaluations.
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