Prokopis K. Theodoridis

Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece

Purpose – This research seeks to accomplish two objectives: to extend the test of the functional relationship between store image attributes and customer satisfaction in the market environment of Greece; and to investigate the stability of the structural relationships between store image attributes and customer satisfaction across different customer groups.Design/methodology/approach – The literature concerning major store image attributes was systematically reviewed. After assessing the construct validity of the store image attributes based on confirmatory factor analysis, a path model specifying the relationships between store image attributes and customer satisfaction was estimated. A multigroup analysis was conducted to test the invariance of structural paths between store image attributes and customer satisfaction for different customer profiles.Findings – On appraising the store customers personal variables four specific types of buyers, namely, the Typical, the Unstable, the Social, and the Occasi...

Internal marketing impact on business performance in a retail context

Purpose – The majority of research pertaining to internal marketing (IM) is conceptual and still remains so even at present. The lack of widely accepted definitions of the IM concept and a relevant valid measure has lead to increased attempts by academia to investigate the relative concepts and measures. The purpose of this paper is to examine a synthesis of IM and investigates its effect on business performance in a retail context.Design/methodology/approach – The context of this paper is within supermarket chains in Greece with nation wide coverage. A survey is designed and implemented using the branch managers.Findings – SEM analysis indicates five dimensions of the IM construct: formal interaction, reward systems, feedback, internal procedures and policies and internal customer orientation (ICO). Retailers seem to adopt in an embryonic stage a concept of IM. IM indeed has a positive effect on business performance.Research limitations/implications – Single key informant, single context of the paper are...

Internal Marketing, Market Orientation and Organisational Performance: The Mythological Triangle in a Retail Context

This study aims to empirically investigate the relationships that, until now, in a retail context, have been mostly conceptually based, within a ‘mythological triangle’, i.e. as the impact of Internal Marketing and Market Orientation on Organisational Performance. After the validation with SEM analysis of all three constructs, findings clearly indicate that Internal Marketing indeed has a positive significant effect both on Market Orientation and on Organisational Performance. Market Orientation has a positive effect on Organisational Performance. The role of marketing as a philosophy and function focusing both internally and externally has begun to mushroom within retailing in Greece – as in supermarket chains with nationwide coverage. Retailers recognise that when operating in fiercely competitive national and global environments, marketing can create sources of competitive advantage and effectiveness, even prior to being in the market place.

Shopping Centre image attributes effects on consumer’s satisfaction and loyalty in Greece – Evidence at the initial stages of the economic crisis

This paper presents a study investigating the consumers’ satisfaction level as experienced by the shopping centre offer, the relationship between shopping centre image attributes and the consumers’ satisfaction and loyalty. Results indicate that specific shopping centre image attributes are positively related to consumer satisfaction and loyalty. Further, consumers’ intentions are examined regarding potential shifts in their behaviour due to the economic crisis.