The Study on the Store Image of Hypermarkets: An Empirical Study of Carrefour, Fe-Amart, and Costco in Taiwan

The purpose of this paper is to examine the important structures of store image and how to improve a hypermarket’s store image to affect customer's willingness to return. This study found that the greater shopping convenience, a complete range of products, good service and regular activities, the greater customer’s loyalty. The store atmosphere has no significant impact on enhancing customer loyalty. Many store customers do not pay much attention to the quality of physical and software equipment in the store, but more attention to convenience, commodity integrity, good service, and regular activities. Whether a hypermarket can provide good service is a key niche for showing its competitiveness among its competitors. The results show that the more convenient the shopping convenience, the better the service and the more regular activities a store provides, the less likely a customer will switch to other stores for shopping.