Importance of services environment in changing consumer behavioral outcomes: special reference to retail fashion brands in Sri Lanka

The influence of the service environment on consumer behavior has long been acknowledged by many service organizations including retailers. There has been mounting evidences over the years that environmental variables can substantially influence on consumer behavior and their emotions in physical environments. This study is mainly targeted to examine the influence of service environment on behavioral outcome of consumers’ in retail fashions outlets in Sri Lanka. This research is descriptive in nature and based on both primary and secondary data. The data were collected through a self-administered questionnaire and administered to a sample consists of three hundred consumers. The data were analyzed mainly by using descriptive statistics and correlation. The study discloses that the improved services environment leads to positive behavioral outcomes of customers in certain extent at retail fashion brands. As implication of the study, the service organizations should concern about their service cape dimensions since they moderately influence on consumer approach behaviors.