The store image in customer satisfaction through word of mouth communication
DOI:
https://doi.org/10.29105/rinn16.32-2Keywords:
Customer perception, store recommendation, costumer expectationAbstract
Knowing the costumer perception through the store image is important to maintain a positive image in the consumer mind and a competitive advantage to remain in the market. The store image creates a satisfaction which leads to a positive word of mouth recommendation, being this important to retain customers and attract
new ones. The literature review on these research topics is significant, given that the human being is changing in his way of thinking; therefore it is important that the stores have a constant monitoring to stay in the costumer taste. The objective of the study is to identify the elements that intervene in the store image in customer satisfaction through word of mouth communication. The methodology used is the
literature review through databases with content of empirical studies. The results determine that the store image leads to customer satisfaction through word of mouth communication, as well as the elements that intervene in each of the categories forming the constructs for quantitative research.
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