Customer Acuity and Perception of International Retail Stores in Pakistan

This study is focused onthe attributes of store image that affects customer acuity as they relate to store attributes comprise of merchandising, store atmosphere, in-store service, accessibility, reputation, promotion facilities and post-transaction service. This study aims to explore customer acuity about international retail stores in the unique Pakistani socio-economic and cultural environment.Based on perceived value theory and stimulus-organism-response (S–O–R) framework, this study explains the S–O (Stimulus – Organism) relationship of customeracuity about international retail stores in Pakistan, i.e. METRO-Habib Cash & Carry (aka: METRO) and Hyperstar (aka: Carrefour). In this study, we have adopted a semi-structured approach of conducting qualitative interviews. The findings shows that among other attributes of store image; merchandising of the store, promotion,store facilities, accessibility and reputation of store have significant contribution in generation of positive customer acuity towards retail stores. However, quality of in store services is the most significant challengeleading towards negative acuity, about retail stores.Also retail stores need to aggressively work on improving the store atmosphereespecially the shopping atmosphere and the post transaction services for the return and exchange procedures.This work on customer acuity will help retail managers and stores to know more about the customer perceptions and insights so that they can take appropriate actions for the improvement of customer experience.