The purpose of this article is to study the construct of reputation in retail services, its dimensions and attributes from the store management perspective.
The article adapts the conceptual model developed by Vidaver‐Cohen who suggests that reputation predictors are formed by eight quality dimensions. In the first stage of the study 18 interviews were carried out. In the second stage a survey containing 170 statements was conducted.
The main contribution lies on the identification of the context specific attributes of the quality dimensions of reputation and their content in retailing.
The study focuses on identifying reputation dimensions and their attributes and contents in the retail context. The empirical data were gathered from stores located in shopping centres.
The study suggests that reputation management in the service sector might be easier if managers were better able to recognise the industry‐related quality dimensions of reputation. In addition, stores should be more prepared for unforeseen, even disastrous events and publicity that may ruin their reputation in one way or another.
Numerous researchers have recognised the critical role of reputation in marketing, but as yet empirical reputation studies are scarce, at least in retailing services.
