MEASURING THE STORE IMAGE AS A HIGHER ORDER FACTOR IN UDON THANI PROVINCE

Abstract

The objective of the research was to examine the store image in Udon Thani province. Given the literature review, a model proposed the store image which was identified as a one-dimensional construct consisting of five components such as brand name, product quality, service quality, atmosphere, and perceived value. Using a survey design, data were collected via questionnaires interviewing 443 household samples. They included the customers of stores in Udon Thani province. The author argued the second-order factor structure for the store image significantly supported. This suggested that customers evaluated the store image on five basic dimensions but they also viewed overall store image as a higher order factor that captured a meaning common to all dimensions.