Minding the competition: The drivers for multichannel service quality in fashion retailing

Abstract

Purpose: Consumer purchasing behaviour has changed substantially in the light of recent developments in E-Commerce. So-called 'multichannel customers' tend to switch retail channels during the purchasing process. In order to address changing consumer behaviours, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. Drawing on expectation confirmation theory, this paper aims to investigate the drivers for service quality from the perspective of multichannel fashion customers.Design/methodology: This paper approaches the topic of multichannel service quality by adopting a social constructionist research paradigm, utilising an abductive approach and an embedded case study research strategy. It aims to explore the lived experiences and perspectives of individuals in the context of an evolving complex and multidimensional phenomenon. The paper seeks information-rich cases and therefore views service quality through the eyes of experienced German multichannel customers. A customer perspective helps to explain the phenomenon of multichannel service quality and helps to disclose the meaning that these customers give to it. The sample size for this research consisted of 18 in-depth interviews and two focus groups including ten focus group participants. As such, a process of methodological triangulation was followed.Findings: Integration quality is identified as the essence of competitive advantage for multichannel retailers. The paper conceptualises integration quality as a catalyst, which plays a supporting role in reinforcing the reactions of the physical and electronic service quality in order to provide an optimised service quality experience.Originality/value: This paper looks at retailer/customer interactions in the context of purchases of a fashion product at a retailer using different retail channels. It highlights the distinctive requirements of multiple-channel systems within which the focus should not only be to enhance and improve physical and/or electronic service quality, but must also be about the integration of the service offers of each channel. The paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers.

Cleaner production practices at company level enhance the desire of employees to have a significant positive impact on society through work

“…EE, OP, OI and DSIW in our case) of the implementation of SQ at company level in the garments manufacturing industry ( Anisul Huq et al., 2014 ; Basili and Rossi, 2020 ; Konijnendijk, 1993 ; Waldinger, 1986 ). In this regard, this study argues that an organization’s concern towards SQ at company level, somehow influences it’s employees’ behavior and DSIW as well ( Farooq and Salam, 2020 ; Patten et al., 2020 ; Peng et al., 2014 ; Salam et al., 2019a ; Towers and Xu, 2016 ).…”

“…customers’ loyalty, satisfaction, positive word-of-mouth, trust and re-purchase intention etc.) in various industries ( Ertekin et al., 2020 ; López-Ospina et al., 2021 ; Patten et al., 2020 ; Shao et al., 2004 ; Towers and Xu, 2016 ). Although, SQ is considered as an inevitable integral part of majority of pre-production (e.g.…”

“…intangible in nature) was grossly undermined in the garments manufacturing industry ( Hutchins, 1984 ; Peng et al., 2014 ; Peterson and Barker, 1992 ; Salam and Farooq, 2020 ). Moreover, it is an established fact that mill owners/manufacturers also focus too much on the tangible aspects of their product’s quality, that in certain cases they leave all their gains on the table by not focusing enough on their SQ in the garments manufacturing industry ( Cavaness and Manoochehri, 1993 ; Chang and Chen, 2008 ; Patten et al., 2020 ; Peng et al., 2014 ; Perry and Towers, 2009 ; Towers and Xu, 2016 ). Therefore, this study submits that vending a good product without good SQ is not a long-term conceivable strategy ( Brueckner and Flores-Fillol, 2020 ; Farooq et al., 2018a ; Nunkoo et al., 2019 ; Peng et al., 2014 ; Salam and Farooq, 2020 ).…”

“…For that reason, Denton (1989, p. 108) notes that “generally speaking, service is in a sorry state and consumers are fed up with it” ( Denton, 1989 , p. 108). Therefore, considering the importance of SQ in the garments manufacturing industry, in recent past various important aspects of SQ have been studied in the garments manufacturing industry across the globe ( Patten et al., 2020 ; Shao et al., 2004 ; Towers and Xu, 2016 ; Xie et al., 2010 ).…”

“…(2004) have reported that appropriate choice of garments and perceived SQ greatly influences customers’ purchase intentions. Furthermore, Patten et al. (2020) have also illustrated that the volatile nature of fashion retailing and garments manufacturing industry is quite sensitive and it is critically influenced by the implementation of SQ at company level.…”