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Format Development and its Effects on Store Image – A Case Study on the inner-city IKEA Hamburg-Altona

Wolf, Leonie LU and Wispeler, Aylin LU (2015) BUSN39 20151
Department of Business Administration
Abstract
Purpose
The purpose of this research is to explore the effects of format development of an original single-format general merchandise retailer on store image.

Theoretical Perspectives
This study is grounded on the alignment of existing literature in the fields of format development and store image. The theoretical framework build thereupon is bridging the two fields and develops a model to measure store image and customer perceptions in general merchandise retailing.

Methodology
Given the exploratory purpose, the study is designed as a qualitative case study using the inner-city IKEA store Hamburg-Altona as a suitable case with the management and customers as embedded units. An abductive approach and hermeneutic analysis are... (More)
Purpose
The purpose of this research is to explore the effects of format development of an original single-format general merchandise retailer on store image.

Theoretical Perspectives
This study is grounded on the alignment of existing literature in the fields of format development and store image. The theoretical framework build thereupon is bridging the two fields and develops a model to measure store image and customer perceptions in general merchandise retailing.

Methodology
Given the exploratory purpose, the study is designed as a qualitative case study using the inner-city IKEA store Hamburg-Altona as a suitable case with the management and customers as embedded units. An abductive approach and hermeneutic analysis are applied to collect and analyze the data.

Empirical Data
Underlying the principle of multiple sources of evidence as recommended for case studies, the first step includes documentation and direct observation followed by 30 semi-structured customer interviews and a focus group. Both supported by photo-elicitation. The last step consists of four semi-structured interviews with IKEA managers.

Conclusions
The study explored how the fields of format development and store image are interrelated. The caused effects on store image are measured on store image related attributes. The research revealed that effects on store image after developing the format are indispensable. This is related to the fact that format development most likely involves a new or adjusted location, layout, assortment and broadened clientele, all of which are connected to new perceptions. Thereby, the key to success lies in not trying to transfer the “old” store image to the new format but trying to comprehend how the new format will affect the customer perceptions from the outset. Thereupon, an intended image should be created in order to minimize the gaps to the actual store image of customers. (Less)
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author
Wolf, Leonie LU and Wispeler, Aylin LU
supervisor
organization
course
BUSN39 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Format Development, Store Image, Intended Image, IKEA, inner-city store, general merchandise retailer, urban
language
English
id
7358944
date added to LUP
2015-06-26 16:31:19
date last changed
2015-06-26 16:31:19
@misc{7358944,
  abstract     = {Purpose
The purpose of this research is to explore the effects of format development of an original single-format general merchandise retailer on store image.

Theoretical Perspectives
This study is grounded on the alignment of existing literature in the fields of format development and store image. The theoretical framework build thereupon is bridging the two fields and develops a model to measure store image and customer perceptions in general merchandise retailing.

Methodology
Given the exploratory purpose, the study is designed as a qualitative case study using the inner-city IKEA store Hamburg-Altona as a suitable case with the management and customers as embedded units. An abductive approach and hermeneutic analysis are applied to collect and analyze the data.

Empirical Data
Underlying the principle of multiple sources of evidence as recommended for case studies, the first step includes documentation and direct observation followed by 30 semi-structured customer interviews and a focus group. Both supported by photo-elicitation. The last step consists of four semi-structured interviews with IKEA managers.

Conclusions
The study explored how the fields of format development and store image are interrelated. The caused effects on store image are measured on store image related attributes. The research revealed that effects on store image after developing the format are indispensable. This is related to the fact that format development most likely involves a new or adjusted location, layout, assortment and broadened clientele, all of which are connected to new perceptions. Thereby, the key to success lies in not trying to transfer the “old” store image to the new format but trying to comprehend how the new format will affect the customer perceptions from the outset. Thereupon, an intended image should be created in order to minimize the gaps to the actual store image of customers.},
  author       = {Wolf, Leonie and Wispeler, Aylin},
  keyword      = {Format Development,Store Image,Intended Image,IKEA,inner-city store,general merchandise retailer,urban},
  language     = {eng},
  note         = {Student Paper},
  title        = {Format Development and its Effects on Store Image – A Case Study on the inner-city IKEA Hamburg-Altona},
  year         = {2015},
}