Abstract

The aim of this research is to determine which variables of shopping orientation effects on shopping satisfaction and shopping image, thus to give recommendations to the Turkish retailers. This article documents a study and model of the dimensions of shopping orientation associated with store image and shopping satisfaction.

The literature review part consists of three parts namely shopping orientation and its components (shopping enjoyment, price consciousness and frugality, shopping antipathy, brand loyalty, confused by over choice, store loyalty, shopping confidence, and brand consciousness); store image and its components (marketing image, social image, strategic image); and shopping satisfaction.

To be able to explore the link between shopping orientation, store image and shopping satisfaction, three measurement instruments were utilized. Data is collected via face to face interview in the shopping centers located in Istanbul, Ankara, Izmir and Adana. Convenience sampling method was used as a sampling method in this research. Descriptive part of the study was based on 125 responses. Results were analyzed using the SPSS 20.

The results of this article draw conclusions from an empirical investigation showing that the proposed relationship between shopping orientation, store image and shopping satisfaction does exist, and in the case of Turkish retailing industry, shopping orientation and store image are significant contributors to shopping satisfaction.