Servicescape under consideration of Hedonic and Utilitarian approach, a Conceptual debate related to customer satisfaction in context of female clothing brand in Pakistan

This research offers to explore the relationship between the customer satisfaction and servicescape under consideration of two motives as hedonic approach (related to fun & amusement) and utilitarian approach (related to satisfying the needs). This study depicts that which approach is influenced more by creating positive service environment and to revisit the consumers especially in case of females in Pakistan. To investigate how and which consumers are influenced from the different shopping experience exclusively in female clothing in Pakistan a qualitative approach has been used in this study. This conceptual study defends the soundness of relationship through intense literature review. According to this study, use of ambient factors, cleanliness, aesthetic factors, signs and symbols create a long lasting effect on customer satisfaction as they also wish to have some leisure and amusement by shopping particularly in case of females. In Pakistan, most of the females who are engaged in the shopping of different arrays are inclined towards hedonic servicescape more than utilitarian servicescape