Impact of quick response technology based attributes on consumer satisfaction/dissatisfaction among female apparel consumers
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The purpose of this research was to test a conceptual model which examines consumer satisfaction/dissatisfaction (CSID) with apparel retail stores and to investigate the moderating effects of shopping orientations and store type on confirmation/disconfirmation (CIDC) about quick response technologies (QRT) based attributes and CSID with a retail store. Shopping orientation included fashion, economic, and time orientations. Store type included specialty chain, department, discount, and small independent stores. The conceptual framework for this study was based on retail strategic planning (Berman & Evans, 1992; Cory, 1988) and consumer satisfaction theory (Oliver, 1980).
A convenience sample of 200 female apparel consumers was selected from a southeast city in the United States. The survey design employed a structured questionnaire with some open-ended questions. A questionnaire was pilot tested for content validity and instrument reliability. Descriptive statistics (Le., frequencies, percentages), multiple regressions, ANOV As, and ANCOV A were used for data analysis to test the hypotheses. The response rate was 86.2 % for 200 usable responses.
C/DC (i.e., QRT based, non-QRT based attributes) had significant effects on CS/D with apparel retail stores. The results supported the disconfinnation of expectation model (Oliver, 1980). CIDC of QRT based attributes (e.g. reduced stockout, fast turnaround of goods) have more influence on CSID than C/DC of non-QRT based attributes (e.g., location of store, store hours). Results from a preliminary test indicated that QRT based attributes are improved by implementing QRT.
The orientation of consumers is related to the level of C/DC of QRT based attributes, which determines CS/D. Fashion orientation, economic orientation, and store type were significant moderators between C/DC of QRT based attributes and CSID with apparel retail stores. The retail QRT infonnation assembled in the review of literature and the results of the study could help industry trade associations adjust their strategy for potential QRT adopters and promote QR implementation efficiently, and help retailers do strategic planning when they implement QRT.
- Doctoral Dissertations