Exploring the relationship between service quality and purchase intention in retail industry

The purpose of this paper is to find out the components of service quality and purchase intention through review of literature and then determining the major factors affecting service quality and purchase intention in retail paradigm separately. Further, this paper measures the impact of service quality on purchase intention. Factorial study and linear regression was used to measure the impact of service quality on purchase intention.

Paper identifies twelve different antecedents of service quality and seven of purchase intention through extensive review of literature and then through factorial study two major factors, each of service quality and purchase intention in retail sector are determined. Ease and Comfort in Purchasing and Consistency in Performance of Store are investigate as major factors of service quality and Self assessment and Affiliation are investigate as major factors of purchase intention in retail sector. Furthermore, regression result between service quality and purchase intention clearly explain that the higher level of service quality provide higher level of positive purchase intention among customers of retail stores. Marketers have to understand the various components of service quality and purchase intention in order to enjoy the substantial competitive and economic advantages.