Analysis between store image and customer satisfaction in transnational retail stores in the self-service sector

The objective of the research was to identify whether quality service and price are positively related to store image and these, in turn, with customer satisfaction in transnational retail stores in the self-service sector. For this, a quantitative, non-experimental, cross-sectional investigation was carried out, and 275 questionnaires were applied. The partial least squares path modeling was used to test the hypotheses and to estimate path models. The results show that quality service helps to obtain a positive store image, but if only the price-customer satisfaction ratio is observed, the price by itself is significant to customer satisfaction.