The Impact of Service Quality and Merchandise Quality in the Formation of Brand Trust and Behavioral Intention in the Context of Fashion Boutique Houses

Abstract

This study investigates how consumers’ perception of service quality (SQP) and merchandise quality (MQP) influence brand trust (BT) and, in turn, behavioral intention (BI) within Bangladesh’s boutique fashion sector particularly focusing on Aarong, Yellow, Anjan’s, and Sailor. The research framework draws on the Stimulus–Organism–Response (S-O-R) model and Signaling Theory. These relationships were empirically examined through a quantitative approach employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 324 participants through a structured online questionnaire distributed via Survey Monkey. The analysis revealed that both service and merchandise quality significantly and positively influence brand trust and behavioral intention. Furthermore, higher trust levels enhance consumers’ willingness to repurchase, revisit, and engage in positive word-of-mouth communication. The model has a high level of explanatory power, and the level of R² stands at 0.693 in the case of Behavioral Intention and 0.438 in the case of Brand Trust, which satisfies the strength of the theoretical framework. The findings underscore customer confidence and loyalty to the brand in the case of increasing the tangible and intangible dimensions of service. Future studies might be able to apply this model to other cultural or geographic settings, as well as compare online and offline experiences with boutiques or other mediating (such as customer satisfaction or perceived value) variables for better understand the behavioral processes and formation of trust in the changing retail setting.