Abstract:

Abstract enCompetion in the retail sector is increasing rapidly and retail brands compete not only with competitors that have physical retail shops but also with online shopping platforms. Consumers shop not only to buy products but at the same time they may desire some benefits such as being happy, or socializing. In other words, consumers want to have favorable experiences as they are shopping. Individuals tend to linger longer in environments that they like and they tend to escape from environments that they do not like. By creating and managing retail servicescapes properly it is possible to attract consumers to a retail shop and at the same time make them spend more time and money in the shop. The aim of this study is to understand the effects of retail servicescape factors on brand image and purchase intention. For the purpose of the study two retail brands were chosen (Pull and Bear and H&M) and data were collected from university students using face to face surveys. Research results show that retail servicescape has a statistically significant effect on brand image and purchase intention. Additionally, brand image has a statistically significant effect on purchase intention.

Keywords: