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1 – 10 of over 7000Nicole Cunningham and Christine De Meyer-Heydenrych
Within the highly competitive clothing retail industry, retailers (both affordable and premium) need to consider which customer experience elements drive customer satisfaction and…
Abstract
Purpose
Within the highly competitive clothing retail industry, retailers (both affordable and premium) need to consider which customer experience elements drive customer satisfaction and repurchase intentions. The purpose of this study is to determine whether customer expectations are different for various types of clothing retailers, and what customers specifically expect when purchasing from a retailer.
Design/methodology/approach
For this study, a positivistic quantitative research design and a non-probability convenience sampling method were used. A total of 222 useable questionnaires were used to conduct descriptive statistics. Confirmatory factor analysis, structural equation modelling and multi-group analysis were run to test the hypotheses.
Findings
The results indicate that customers expect affordable retailers to provide them with convenience and to create a positive shopping experience, while premium clothing retailers should offer added-value and convenience. In addition, the presence of other customers influences the experience. For both groups, satisfaction was a predictor of loyalty, which, in turn, was a predictor of repurchase intentions.
Originality/value
The study is unique as it compares the customer expectations for satisfaction and repurchase intentions for both affordable retailers and premium retailers. The study is conducted in an emerging market context where the growth of the retailing industry is visible. By conducting this study, both affordable and premium clothing retailers are more informed with regards to their customer's expectations and how those expectations should be managed in order to ensure satisfaction and repurchase intention.
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Ana Mosquera, Cristina Olarte-Pascual, Emma Juaneda Ayensa and Yolanda Sierra Murillo
The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical…
Abstract
Purpose
The new omnichannel strategy aims to offer a holistic shopping experience through the integration of online and offline channels. The introduction of technology in the physical store is an essential factor to this end. The purpose of this study is twofold: first, to analyze how the intention to use different interactive technologies in a clothing store affects purchase intention and second, to test the moderating effect of gender on this relationship.
Design/methodology/approach
An original model is developed and tested with 628 omnichannel customers. A multi-group analysis is performed to compare the results between two groups: men and women.
Findings
The results show that the incorporation of new technologies in the physical store positively affects purchase intention, but no significant differences were found between the two groups.
Originality/value
This study furthers the understanding of the importance of the new connected retail system and offers new insights for both the theoretical framework and businesses.
Objetivo
La nueva estrategia omnicanal busca ofrecer una experiencia de compra holística a través de la integración de los canales físico y online. Para ello, la introducción de nuevas tecnologías en el establecimiento es un factor esencial. Este estudio tiene un doble objetivo: primero, analizar como la intención de usar diferentes tecnologías interactivas en una tienda de moda afecta a la intención de compra; y segundo, comprobar el efecto moderador del género en esta relación.
Diseño/metodología
Se ha desarrollado un modelo original que fue testado en 628 consumidores omnicanal. Asimismo, se desarrolló un análisis multigrupo para comparar los resultados en dos grupos: hombres y mujeres.
Resultados
Los resultados muestran que la incorporación de nuevas tecnologías en la tienda física afecta positivamente en la intención de compra, sin embargo, no se han encontrado diferencias significativas entre los dos grupos estudiados.
Originalidad/valor
Este estudio mejora la comprensión de la importancia del nuevo comercio conectado y ofrece nuevas perspectivas tanto a nivel teórico como para los negocios.
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Ivana Kursan Milaković and Dario Miocevic
By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online…
Abstract
Purpose
By drawing on protection motivation theory, this study explores consumers' motivation to engage in adaptive behaviour envisioned through a transition from offline to online clothing purchasing during the COVID-19 pandemic. Additionally, this paper explores the conditioning effects of consumer resilience and satisfaction with retailers' assistive intent through the consumer well-being framework.
Design/methodology/approach
A total of 363 useable surveys were obtained from Croatian consumers. Data were analysed with confirmatory factor analysis and structural equation modelling.
Findings
Coping appraisal positively impacts adaptive behaviour by increasing online clothing purchase intention, while threat appraisal has no direct effect on adaptive behaviour. The relationship between threat appraisal and adaptive behaviour is negatively moderated by consumer resilience and satisfaction with the retailer's assistive intent.
Research limitations/implications
Limitations include the convenience sampling method and data collection at one point as well as the focus on consumers from one country.
Practical implications
This study provides a blueprint for designing marketing actions that retail managers should consider to respond to a crisis effectively while maintaining satisfactory buying experiences during health crises and other challenging events.
Originality/value
Given the unique research context, i.e. the COVID-19 pandemic, this study is one of the few and the first in Croatia to unfold the importance of protection motivation theory in providing a greater understanding of consumer's adaptive behaviour (transition from offline to online) in online clothing retail channels during the period of the global health-related crisis. Benefits from understanding consumers' coping and threat appraisal mechanisms while addressing their buying needs in adverse circumstances are revealed. In addition, the theoretical implications regarding the conditional effects of consumer resilience and consumer satisfaction with retailers' assistive intent during a pandemic are also provided.
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Susana C. Silva, Ana Santos, Paulo Duarte and Božidar Vlačić
Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence…
Abstract
Purpose
Second-hand clothing (SHC) has kindled a growing interest among researchers and practitioners. However, despite all the benefits that this market presents, consumer adherence still has considerable room for improvement. Several studies have explored the main motivations that lead consumers to buy second-hand clothes (SHCs), but few have focused on the factors that prevent consumers from adopting this consumption behavior. Hence, this study aims to identify barriers through the differences in the perception of experienced and inexperienced consumers in SHC purchases.
Design/methodology/approach
Data collected through an online questionnaire from 127 cases were analyzed using means comparison and binomial logistic regression.
Findings
The findings of this study revealed that having previous experience in purchasing SHCs influences consumers' perception of the barriers. The results also indicate that social embarrassment is the factor that most negatively influences the purchase of SHCs, as well as the consumers' lack of knowledge regarding the available channels.
Originality/value
Considering the importance of the SHC market and its potential, this study reveals what motivates and at the same time prevents consumers from acquiring SHCs. Original findings regarding the importance of channel familiarity and social embarrassment assist companies in defining their marketing strategies and enhancing the consumer experience in the purchase of SHCs.
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Chunmin Lang, Sukyung Seo and Chuanlan Liu
The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and…
Abstract
Purpose
The purpose of this paper is to identify the influences of perceived enjoyment, perceived risks and attitude on the intention to rent fashion products for both Chinese and American consumers. Furthermore, this study is expected to empirically identify the differences between American and Chinese consumers in terms of motivations for and barriers to fashion renting.
Design/methodology/approach
Data were collected through online surveys in both the USA and China. Data cleaning generated 412 usable samples in the USA and 301 usable responses in China. A series of t-test analyses and structural equation modeling were conducted to test the proposed hypotheses.
Findings
Statistical results confirmed the positive influences of perceived enjoyment and attitude on fashion renting intention. In addition, the negative influences of perceived performance risk and social risk on attitude were also affirmed. Moreover, the results indicated that significant differences exist between American and Chinese consumers in terms of perceived risks and enjoyment of fashion renting, as well as attitude toward renting. Further, group comparison testing results discovered that differences existed in the factors influencing the intention to rent fashion products between American and Chinese consumers.
Originality/value
This study initiates the attempt to investigate the motivations and obstacles for fashion renting intention for both American and Chinese consumers. The cultural comparison between Chinese and American consumers also delivers a comprehensive understanding of the motivations and obstacles behind the intention of fashion renting.
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Soroosh Saghiri and Vahid Mirzabeiki
This paper aims to explore how omni-channel data flows should be integrated by specifying what data, omni-channel agents and information and digital technologies (IDTs) should be…
Abstract
Purpose
This paper aims to explore how omni-channel data flows should be integrated by specifying what data, omni-channel agents and information and digital technologies (IDTs) should be considered and connected.
Design/methodology/approach
A multiple case study method is used with 17 British companies. The studies are supported by 68 interviews with the case companies and their consumers, 5 site visits, 4 focus group meetings and the companies’ archival data and documentations.
Findings
This paper provides novel frameworks for omni-channel data flow integration from consumer and business perspectives. The frameworks consist of omni-channel agents, their data transactions and their supporting IDTs. Relatedly, this paper formalizes the omni-channel data flow integration in the forms of horizontal, vertical and total integrations and explores their contributions to the adaptability of omni-channel, as a complex adaptive system (CAS). It also discusses that how inter-organizational governance mechanisms can support data flow integration and their relevant IDT implementations.
Research limitations/implications
The breadth and depth of the required IDTs for omni-channel integration prove the necessity for omni-channel systems to move toward total integration. Therefore, supported by CAS and inter-organizational governance theories, this research indicates how data flow integration and IDT can transform the omni-channel through self-organization and autonomy capability enhancement.
Originality/value
This research’s recommended frameworks provide a robust platform to formalize data flow integration as the omni-channel's core driver. Accordingly, it moves the literature from a basic description of “what omni-channel is” and provides a novel and significant debate on what specific data should be shared at what levels between which agents of the omni-channel, and with what type of relationship governance mechanism, to assure omni-channel horizontal, vertical and total integrations.
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Vidushi and Radha Kashyap
The omni-channel strategy provides a holistic experience during shopping by integrating online and offline channel services. In this digitalized realm, customers are more…
Abstract
Purpose
The omni-channel strategy provides a holistic experience during shopping by integrating online and offline channel services. In this digitalized realm, customers are more dependent on online elements for shopping. However, physical stores are still their first choice for apparel shopping. The introduction of interactive technology is one of the key elements to provide an online experience in the physical store. The purpose of this paper is to identify the impact of interactive technologies on purchase intention and its role.
Design/methodology/approach
This study has been conducted in Delhi using 573 customers who are using interactive technologies for shopping. A self-developed questionnaire was used to collect the data. Data was analysed using structural equation modelling through smart partial least square 3.
Findings
The results show that 46% change in purchase intention was due to mobile point of sale/digital wallet, tablet/i-pad/digital signage, smartphone and click and collect/ship from store technology. However, there was no impact of the smart mirror and in-store Wi-Fi technology on purchase intention.
Originality/value
This study focuses on various technologies which provide online experience at physical stores. This study offers new insights for the theoretical and business framework of omni-channel brands. These technologies could be used as key performance indicators of omni-channel retailing in future.
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Manu Sharma, Sunil Luthra, Sudhanshu Joshi and Anil Kumar
Coronavirus disease 2019 (COVID-19) has disrupted global supply chains, revealing dreadful gaps and exposing vulnerabilities. Retailers are challenged to tackle risks and organise…
Abstract
Purpose
Coronavirus disease 2019 (COVID-19) has disrupted global supply chains, revealing dreadful gaps and exposing vulnerabilities. Retailers are challenged to tackle risks and organise themselves to fit into the “new normal” scenario. This global outbreak has established a volatile environment for supply chains; it has raised the question of survival in the market, forcing companies to rethink resilient strategies to be adopted for the post-pandemic situation to mitigate the long-term effects of this virus. This study explores the priorities for retail supply chains (RSCs) to align their business operations and strategies for the post-pandemic world.
Design/methodology/approach
This study has utilised integrated full consistency model (FUCOM) – best–worst method (BWM) for assessment of RSCs to enhance their business performance irrespective of pandemic disruptions. The FUCOM has been employed to identify the priorities of determinants enhancing business performance, whereas RSC strategies are evaluated using the BWM method.
Findings
The current study identifies “Collaboration Efficiency” as the main criterion for accelerating the performance of RSCs in a dynamic social environment. Also, the study concludes that “Order Fulfilment” and “Digital RSCs” are the most appropriate resilient business strategies to mitigate the long-term effects.
Research limitations/implications
Supply-demand balancing is a challenging task at the moment, but highly significant for the future. The pandemic disruptions have placed intense pressure on retailers to deliver products as per consumers' changing behaviours towards the purchase of essentials and other products. Hence, “Order Fulfilment” and “Digital RSCs” should be adopted for meeting customer requirements and to ensure sustainability in the post-pandemic business world.
Originality/value
This work sets out a comprehensive framework which will be helpful for accelerating RSCs performance against pandemic disruption by adopting resilient strategies to mitigate the long-term effects.
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Dilini Edirisinghe, Alireza Nazarian, Pantea Foroudi and Andrew Lindridge
The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time…
Abstract
Purpose
The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered.
Design/methodology/approach
A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis.
Findings
This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty.
Practical implications
This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions.
Originality/value
This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime.
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Ronald E. Goldsmith and Leisa R. Flynn
To compare and contrast clothing buyers who buy in stores, on the internet, and through catalogs so as to better understand these behaviors.
Abstract
Purpose
To compare and contrast clothing buyers who buy in stores, on the internet, and through catalogs so as to better understand these behaviors.
Design/methodology/approach
We surveyed 805 US consumers. They reported attitudes and shopping behaviors. These were compared among those who shopped chiefly in stores, on the internet, and through catalogs.
Findings
Consumers who shopped more and spent more for clothing did so via all three shopping modes. Buying on the internet was more highly related to buying by catalog than it was to store buying. Heavy buyers of clothing by all three shopping modes were more involved with fashion, more fashion innovative, and more innovative regarding online buying than light and medium buyers regardless of the shopping mode. Fashion opinion seeking and reliance on sales associates for information were unrelated to amount of buying for all three shopping modes.
Research limitations/implications
The findings are limited to US consumers and the convenience sample. Other limitations include the specific measures used, and the cross‐sectional survey method prevents us from making causal statements. The effects of other, unmeasured variables could not be assessed. Future studies could avoid these limitations by using data from several countries, representative samples, and additional variables.
Practical implications
Brick and mortar stores have less to fear from the internet than often thought. Catalogs are more likely to lose sales to the internet than are stores. The most profitable apparel companies might be catalogs or physical retailers who add/build web sites, while pure play companies may have a more difficult time achieving profitability. Apparel managers should focus research attention on learning more about the psychology of their buyers. While involvement with clothing leads to buying more via all three shopping modes, it is more important for store buying than buying by catalog or internet. Remote buyers of clothing are less fashion involved. Catalogs and apparel web sites might wish to feature new fashions, but they may be more successful in selling “standard” or normal clothing online than the latest fashions. They might broaden the selection of fabrics and colors to offer buyers more choices in the styles they already like. Clothing innovators shop more frequently via all three modes, but are most strongly drawn to stores.
Originality/value
Little research compares shopping across modes. Because modern clothing retailing involves all three modes, the study provides an unusual picture of this shopping behavior.
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