FACTORS AFFECTING THE COMPETITIVENESS OF RETAIL ENTERPRISES

Retail competitiveness is no longer a “nice store in a good location” problem. It is a systems problem shaped by strategy, operations, customer experience, technology, and the ability to adapt faster than rivals. This thesis synthesizes key factors that influence the competitiveness of retail enterprises and explains how they interact across physical and digital channels. Drawing on foundational strategy perspectives, service-quality research, omnichannel findings, customer-experience frameworks, atmospherics evidence, and supply-chain alignment logic, the paper proposes an integrated model of retail competitiveness.