Effect of Service Quality on Behavioral Purchase Intentions: Study on University Students in India

Abstract

In recent years India has witnessed a major transformation from a highly regulated economy to globalised economy. Indian customers are now exposed to global goods and services from multinational companies which have resulted in change in the aspiration level of the customers. Faced with intensified competition companies have been seeking ways to differentiate their offerings from their competitors. The purpose of the research was to examine the relationship between service quality and behavioural purchase intentions of youth in India. The finding confirms the link between service quality and behavioral purchase intentions of Indian youth in an apparel retail setting.