Understanding the role of retail store service in light of self-image-store image congruence

The relationships among a consumer’s service experience, the servicescape, and perceived value for the money spent on the service are important theoretical as well as practical issues. Little effort has, however, been devoted to understanding these in the context of the effects of consumer image–store image congruency. Image congruency has not only been shown to be valuable in relation to product choices, but has also been shown to contribute to our understanding of retail store choice and preferences. This study examines the effect of retailer service provision and the retail store environment (servicescape) on the customers’ perception of value for money. The study also examines the role of self–store image congruence in the above relationships. The findings confirm the hypothesized relationships in the conceptual model (except for servicescape effects). The findings also indicate that the effects are stronger for those individuals experiencing high self–store image congruence.