Impact of store attributes on consumer satisfaction And purchase intention in Pakistan

Abstract

This research examines the influence of store attributes namely store assortment, aesthetics, store convenience, and store service and customer relation on customer satisfaction and purchase intention. A sample of 210 customers were used to collect data using convenient sampling methods in Pakistan. A Likert-scale questionnaire from 1 to 5 was used to measure the items. To analyses the data, SPSS software were used. The path analysis showed that store assortment, aesthetics and store convenience had a positive and significant impact on customer satisfaction and but had a weak and negative with purchase intention except store convenience. Therefore, it is very vital for retail managers and marketers to promote these attributes and make it visible for customers to increase satisfaction. This research potentially contributes to develop and implement more successful relationship marketing strategies for retailers and managers. For future researcher can use purchase intention as mediating· role in evaluating the consumer behavior. Also future researchers could emphasis on extending this research by comparing local and foreign hypermarkets attribute and whether there exit any difference in the eyes of customer.