Investigating the Effect of Store Image on Purchase Intention with Mediating Role of Service Quality: A Study of Hyper Star and Metro

Abstract

The paper aims at identifying the effects of store image on purchase intention in international retail outlets in Lahore, Pakistan. The study focuses on the different dimensions of store image that effect consumer purchase intention in the retail outlets and how service quality contributes in building store image significantly. A sample of 265 consumers was taken; the research is quantitative in nature. A questionnaire (survey) method was used and data were collected from two supermarkets Metro and Hyper star in Lahore. This development is an important focus for both researchers and operators of hypermarkets. EFA and CFA models are employed for the study. The study focuses on the importance of store image in retailing and how it influences purchase intention in a positive way. Service quality also contributes to store image and helps create customer satisfaction and loyalty which in return affect consumer perceived behavior. The results indicate that store image has a significant effect on service quality and purchase intention. Managers can make the perception of stores better by enhancing the service provided to customers. The management staff can improve the quality of interaction between the staff and the customers. The store environment can be improved and made more attractive to attract customers. Keywords: store image, purchase intention, service quality, retailing.