The Image Co-creation: Store image consistency in creative stores
Nowadays, an increasing number of enterprises and organisations are
treating value co-creation as a key source of competitive advantage.
Furthermore, past studies have advocated that the store image consistency
between customer perceptions and store position plays a vital role in
satisfying customer preferences. Therefore, in order to enhance store image
consistency, this study aims to explore the approaches and stakeholder
engagement of value co-creation of creative stores. After investigating 300
customers with constructed questionnaires, doing a survey of 9
recommended creative stores’ managers and 179 customers with an image
interaction tool, and conducting the in-depth interviews with the 9 store
managers, the findings of this study first reveal that the store image
consistency is a major influence in the store’s evaluation, but the highly
recommended stores have different levels of store image consistency. Next,
the stores build higher levels of store image consistency via not only tangible
(product or servicescape) or intangible (music or customized core service)
elements, but also by the image co-creation. In our case, the image cocreation
approaches of recommended creative stores centralized in both of
the development phase and the full launch phase of the NSDP. Especially, the
more types of actors that engage in image co-creation, the higher level of
store image consistency will be created.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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