Image of a regional commercial company in the opinion of customers

摘要

It seems that in the situation faced by retail trade in Poland, the interest in its image should grow continuously. The need to create this image may be observed today as a result of increasing engagement of foreign enterprises in establishing new quality in retail trade. Those enterprises have the advantage over Polish ones as concerns their financial position and experience acquired thanks to long-term practice. Polish traders are forced to incur great expenditures in order to struggle efficiently for customers against so experienced competitors. The aim of the research described in this paper was to present the image of a commercial company situated in Olsztyn. The image of a trading firm Duet may be characterized in the following way: a network of conveniently located stores, with a nice, helpful staff and friendly atmosphere. Detailed studies concerning the most representative store of the company - Max Duet - show that customers perceive it as esthetic and enjoy going shopping there. Staff- which is an important element of the image was evaluated as very good. The vast majority of the respondents found its skills and relations with customers to be at a very good level. Duet tries to create the image of stores characterized by convenient location and attractive prices. In the case of the first element, the company's opinion is the same as that expressed by our respondents. As regards the other one, considerable differences were noted.