Consumers’ evaluations of fitting rooms in retail clothing stores
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 9 May 2016
Abstract
Purpose
The purpose of this paper is to ascertain the effect of age, gender and educational level on customer evaluations of the design characteristics of fitting rooms/dressing rooms, such as size, levels of illumination, number of hangers, materials and opening types of doors in retail clothing stores. In the light of these results, the study aims to increase the satisfaction of the customers in retail stores.
Design/methodology/approach
These evaluations were analysed according to the demographic characteristics of consumers, such as age, gender and educational level. Since activities in fitting rooms require a certain level of privacy, the features that affected privacy were also considered in this study. The analysis was carried out with research designed for users of fitting rooms in Ankara, Turkey.
Findings
Results indicated that demographic characteristics of the customers affected their evaluation of fitting rooms. The statistically significant results between evaluations of customers and their demographic backgrounds were determined. In these analyses, problems emerged due to usage of fitting rooms. Most of the problems complained about were an insufficient number of hangers, lack of mirrors, lack of sitting units, small-sized rooms and poorly illuminated rooms. Moreover, the results showed that customers preferred a totally closed panel door for privacy.
Originality/value
This paper reveals a significant relationship between design characteristics of fitting rooms and customer evaluations of fitting rooms. The results of the study suggest that retailers and designers may be able to easily make stores more attractive for customers when installing fitting rooms.
Keywords
Acknowledgements
The authors would like to thank Ellen Andrea Yazar for her careful proofreading of the English text and to Idris Çobanoglu and Tuncay Bostan who contributed to the acquisition of research data.
Citation
Ayalp, N., Yildirim, K., Bozdayi, M. and Cagatay, K. (2016), "Consumers’ evaluations of fitting rooms in retail clothing stores", International Journal of Retail & Distribution Management, Vol. 44 No. 5, pp. 524-539. https://doi.org/10.1108/IJRDM-06-2015-0085
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited