“…Six garment and four service features were indicated to be important and confirmed findings from the qualitative stage that the range of sizes, returns policy, the fit and size of garments, the employment of helpful and knowledgable staff as well as the style of the garments were issues that the retailer could improve since these posed problems to consumers (Table 9). Findings also confirmed that mature consumers are not only worried about their self-image (Hite and Bellizzi, 1985;Thompson and Chen, 1998), but are also service-oriented (Behling, 1999;Leventhal, 1997;Tongren, 1988) and influenced by how a product is sold to them (Goodwin and McElwee, 1999).…”