Salespersons' service quality and customer loyalty in fashion chain stores

Cheng Yu Sum · Chi Leung Hui

48 citations0/0 files storedJournal of Fashion Marketing and Management

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Customer Service Quality and Loyalty Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies

Abstract

Purpose The purpose of this paper is to investigate which dimension of salespersons' service quality is of most importance for customer loyalty in a fashion chain stores setting. It also aims to assess the effects of two retail environmental factors (price level and customers' demographic variables) on the customer loyalty of salespersons service quality. Design/methodology/approach The study uses the SERVQUAL service quality instrument with modification in measuring the salespersons' service quality in the Hong Kong fashion retail environment. In order to measure customer loyalty in fashion chain stores, multi‐item measures were used to collect data on repatronage intentions, word‐of‐mouth intentions, and satisfaction. A total of 232 surveys were administrated to shoppers who were leaving a fashion chain store in Hong Kong. Findings The results showed that the empathy dimension of salesperson service quality is the most important for customer loyalty in Hong Kong's fashion chain stores but the empathy dimension of salespersons' service quality in fashion retail stores could not be affected by these two retail environmental factors. Furthermore, the salespersons' service quality in the reliability dimension is significantly impacted by the customers' demographic characteristics, but not by price level set by fashion chain stores. Research limitations/implications The study was carried out in four popular retail districts of Hong Kong and the results obtained may not be generalized to the country as a whole. The findings that are relevant in a fashion retail setting may not applicable in other retail environments. Originality/value The findings can direct fashion retailers to improve the specific service dimensions and work to provide customers with more value through services which will consequently improve internal and external standards of quality and performances in fashion retail settings, thus bringing about repeat customers and increased profitability.

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References

1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 1992Measuring Service Quality: A Reexamination and Extension 1994Customer Loyalty: Toward an Integrated Conceptual Framework 1984A Service Quality Model and its Marketing Implications 1991Refinement and reassessment of the SERVQUAL scale.1993A Dynamic Process Model of Service Quality: From Expectations to Behavioral Intentions 1991A Multistage Model of Customers' Assessments of Service Quality and Value 1996A measure of service quality for retail stores: Scale development and validation

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