Precursors of customer satisfaction for sustainable high-end footwear fashion in omni-channel retailing

Abstract

This study investigates the intricate relationship between omni-channel retailing, high-end sustainable footwear, and customer satisfaction within an emerging market context. With a focus on Generation Z consumers, the research delves into the correlation between customisation, pricing, customer service, personalisation, and supply chain transparency as precursors of customer satisfaction in the high-end sustainable footwear fashion sector. The study is grounded in the recognition of the growing importance of sustainability in the fashion industry, whereby eco-conscious consumption is on the rise. The research addresses the gap in fragmented studies on omni-channel retail strategies in the high-end sustainable market. Utilising a positivist quantitative research approach, the researcher employs a convenience sampling technique by collecting data from a total sample of 268 Generation Z consumers who have purchased high-end sustainable footwear from South African omni-channel retailers. A structured online survey questionnaire, featuring five Likert-scale questions is used for data collection. The researcher proposes hypotheses that are tested primarily by utilising the latest SPSS version. The results of the study demonstrate that customisation, price, customer service, personalisation and supply chain transparency all positively influence customer satisfaction with regard to high-end sustainable footwear. The significance of the study lies in its potential to contribute valuable insights for high-end sustainable footwear omni-channel retailers in an emerging market, enabling them to enhance customer satisfaction levels and align with the growing demand for environmentally friendly and ethically sourced sustainable fashion. Additionally, the research aims to fill existing knowledge gaps in the South African market and contribute to the global discourse on sustainable fashion and consumer behaviour.