The effects of retailing mix on corporate reputation and firm performance: A study of differences between street and shopping mall retailing

Since the modern and consumer focused marketing approach leads the retailers' policies and strategies, the marketing mix has become more and more important. In this work done, the impact of marketing mix on corporate reputation and financial performance has been analyzed. At the same time, the differences of mall and street shops has been measured related to this impact. To measure the financial performance, customer satisfaction and loyalty all instruments of the marketing mix has been studied by taking financial output through the retailer's ERP. In addition to that, 796 surveys has been obtained from customers to ensure the customer satisfaction and loyalty. In this research, the street and mall shops of a distributor company of international brands that has a variety of products has been used as the main focus. From these shops, 22 out of 30 shops in different locations has been selected by easy sampling method and the results have been analyzed through the statistical tool SPSS 21. As a result of this research, the retail marketing mix has a positive impact on the corporate reputation whereas has no impact on the financial performance. At the same time, it is determined that the corporate reputation has an improving impact on customer loyalty and satisfaction. Another output of this research is mall shopper's are more loyal than street shopper's while their satisfactions levels are almost equal. Key Words : Corporate Reputation, Financial Performance, Retail Mix,Customer Loyalty, Organized Retailing.