Chinese Consumers Evaluation Of Multinational and Domestic Discount Store Image and Store Satisfaction

Abstract

Three research objectives were set for this study. The first objective was to examine the Chinese consumers' evaluation of store image on five selected attributes for both multinational and domestic discount retail stores. The second objective was to investigate Chinese consumers' perception of store satisfaction. The third objective was to examine the relationship between store image and store satisfaction. The results indicate that store image was positively related to store satisfaction for both Social Reform and Republican generations, whereas both demographic generations do not differ significantly in their perception of store image and store satisfaction between Chinese domestic discount stores and multinational stores.