A discussion framework of store image and patronage: a literature review

Purpose The purpose of this paper is to critically review the literature that explores the relationships between store image and store patronage behaviour, thereby providing the practical analytical framework with measurements that aids marketers to build strategical marketing plans to attract loyal customers to their retail shops. Design/methodology/approach A systematic literature review method was applied to this study which analysed the literature of peer-reviewed articles in English-language journals and specific online databases. In total, 863 peer-reviewed articles which were published between 1950 and 2017 were examined to provide the practical framework with measurements for further discussion. Findings It was found that within the eight identified dimensions of store image – merchandise, service, convenience, promotion, client, physical facilities, atmosphere and institutions, there are corresponding sub-sections that must be recognised, e.g. merchandise is made up of quality, assortment, price, fashion and guarantee. These dimensions have been analysed and discussed in the context of their impact on store patronage. However, because of the lack of clarity in predictors of store patronage, there has been confusion in academic discussions. Therefore, it is proposed that store patronage should be investigated with two parameters, customer and manager store image alignment and past purchase experiences. Research limitations/implications This study contributes to providing a useful discussion platform with an analytical framework and measurements. Due to the selected term-based search method, even with the authors’ maximum effort, the number of selected publications is limited. Practical implications This study introduces a practical conceptual framework for the measurements that need to be utilised by the marketers while building marketing strategies for attracting consumers to enhance their patronage behaviours. Retail services need to create a reinvented discussion platform with respect to store image and patronage. Consumers may perceive store image as being embedded in the store environment as a trigger for their patronage behaviour and, using the proposed analytical framework, the retailers can analyse and refine their marketing plans effectively. Originality/value This study presents the overall reappraisals of the initial literature with regard to the holistic development, implications and impact of store image on store patronage. Moreover, the paper seeks to provide a robust discussion paradigm for developing perspectives for improving patronage behaviours, thereby bridging the gap between store image and store patronage by attempting to use the relevant literature to contribute to constructive future discussions and useful dimensions while building marketing strategies.