An Analysis the Role of Store Service Quality and Store Image on Purchase Intention of Private Label Brands

Abstract

Purpose: The main concern of stores to provide Quality services to its customers and increase the purchase intention. So it is important for stores to provide quality product with better service quality. Main purpose of this study was to investigate the relationship between service quality, store image and private label brand of textile. The store image mediates the relationship between service quality and private label brand in the textile sector of Pakistan. To check the direct or indirect effect of service quality on private label brands. Data was collected from 156 customers of different stores. Snow ball sampling technique was used to collect the data from respondents, SPSS 23 was used for descriptive statistics and PLS-SEM 3 was used to analyze the hypothesis. The findings indicates that service quality positively and significantly impact store image and private label brand of textile and store image is also positively linked with private label brand of textile and mediating the relationship between service quality and private label brand of textile according to our finding. This article helps the retail service sector to understand the importance of service quality provide and how to enhance the consumers purchase intentions to purchase private label brand of textile from stores. Customer retention is higher and profitability is greater for the business over the long term.