EXPLORING THE IMPACT OF LOGISTICS PERFORMANCE, TECHNOLOGY, AND EMPLOYEE COMPETENCE ON STORE IMAGE AND CUSTOMER LOYALTY

Abstract

In today’s highly competitive retail environment, attracting and retaining customers has become increasingly challenging, as numerous competitors vie for consumer attention and loyalty. Even high-quality products are no longer sufficient to guarantee success, as customer patience and confidence often diminish in the pursuit of better alternatives. Within this context, consumers’ perceptions of a store—shaped largely by their interactions with employees—can serve as either a significant advantage or a potential drawback. As retailers strive to differentiate themselves, understanding the factors that contribute to a positive store image becomes essential for fostering customer satisfaction and loyalty. This study investigates the impact of logistics performance, technology utilization, and employee competence on shaping store image and enhancing consumer satisfaction and loyalty. Data were collected from a sample of 200 respondents and analyzed using SPSS and Structural Equation Modeling (SEM). The findings highlight the importance of operational efficiency, technological advancement, and skilled workforce in building a strong store image and promoting long-term customer relationships.