TITLE:
Corporate Image Management of Retail Business (Downstream)
AUTHORS:
Sunisa Dokmaipum, Napaporn Khantanapha, Rapeepun Piriyakul
KEYWORDS:
Retail Business, Corporate Image, Store Image, Exploratory Factor Analysis
JOURNAL NAME:
Open Journal of Business and Management,
Vol.7 No.2,
April
22,
2019
ABSTRACT: 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.