Abstract:
The mam purpose of this research is to examine the effect of service quality, store environment, brand personification and store location on customer retail love with mediator role of perceived value. This research is conducted on retail store development of twin cities (Rawalpindi and Islamabad) of Pakistan. The population of twin cities is about 4.0million as per state bank report. This research is totally based on quantitative study, academic survey based questionnaire was conducted in both hard and soft fonn, distributed among all accessible respondents in twin cities of Pakistan. Out of above 500 distributed forms, 412 fonns were received in hard and soft form and analyzed accordingly to fulfill the requirements of this research study. IBM SPSS version 23 was used for multiple regression analysis testing. The result shows that service quality, store environment, brand personification and store location have direct significant impact on customer retai I love, in the same way service quality, store environment, brand personification and store location have direct significant impact on perceived value. Service quality and brand personification have significant impact on customer retail love through mediator role of perceived value however store environment and store location have insignificant impact on customer retail love with mediator role of perceived value. It is observed from the above shown result that limited research is done in retail context in twin cities (Rawalpindi & Islamabad) in Pakistan. The finding of this result can be implemented in retail industry of Rawalpindi and Islamabad, further research study can be conducted for detail study with addition of effective antecedents.
