Author(s)

Sunisa Dokmaipum¹, Napaporn Khantanapha¹, Rapeepun Piriyakul²

¹Graduate School of Business Administration, Southeast Asia University, Bangkok, Thailand.
²Faculty of Science, Ramkhamhaeng University, Bangkok, Thailand.

This research aimed to investigate the frameworks that help create the remarkable image of the retail stores in terms of environment, shop management and product as well as the ability of the staff to operate the convenience stores. The samples were ten convenience stores. The composition and characteristics of each retail store were observed in terms of their external and internal environments, the atmosphere, products, and staff in order to perform a qualitative analysis of their symbolic and functional images and a quantitative analysis by scoring on each component. Data were then analyzed by descriptive statistics. Using the K-Mean method, these stores were divided into two groups, i.e. good stores and improvement-needed stores. The exploratory factor analysis found that the corporate image management of retail business (Downstream) can be classified into two factors: storefront management and product and customer management.

Retail Business, Corporate Image, Store Image, Exploratory Factor Analysis

Dokmaipum, S. , Khantanapha, N. and Piriyakul, R. (2019) Corporate Image Management of Retail Business (Downstream). Open Journal of Business and Management, 7, 892-907. doi: 10.4236/ojbm.2019.72061.