Abstract

The current research aims to analyze the nature of the servicescape and of the encounter and its impact on customer decisions repeating and re-purchase. As it illustrates the nature of the research in the physical environment of (TBI) as perceived by customers and the impact of atmosphere on customer service decisions to repeat purchase service from the bank. Sample were selected of 105 customers in Trade Bank of Iraq, the adoption of the questionnaire was to measure trends and attitudes of customers to re-purchase of the bank, the scale was based on previous studies of the nature of the adapted after the banking sector. A statistical tools were used as (mean, standard deviation, Cronbach's alpha, test F, Test T). To build the scale and test hypotheses. The study found that the positive impressions of the customers for the servicescape of the encounter had a significant impact in stimulating customers to repeat purchase and sustain their relationship with (TBI). Thus study recommended increasing the interior environment of interest to the bank and waits for the most important and secures entrances to the bank hall to ensure positive attitudes by the customer and inducing a repeat purchase, and the continuation of its relationship with the bank.