Retailscape: An exploration of the relevant dimensions and their impact on consumers’ behavioral intentions

Abstract

Intangibility is a defining characteristic of services. The customer of a service offering is involved in an inexorable search for pre-purchase cues that can reduce his degree of perceived risk for the service that he or she intends to purchase. Servicescape, the environment in which a service process takes place, has a paramount influence in re-assuring the customer and eventually enabling him or her in comprehending the experiential outcomes of purchase and consumption. The paper investigates the impact of retailscape (retail servicescape) on behavioral intentions of customers in the retail industry. The servicescape framework in this paper is based on selected aspects of