Article2018

Customer involvement, fashion consciousness, and loyalty for fast-fashion retailers

Ji-Yeon Kim · Joohyung Park · Paige Leigh Glovinsky

64 citations0/0 files storedJournal of Fashion Marketing and Management

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Consumer Behavior in Brand Consumption and Identification Customer Service Quality and Loyalty Digital Marketing and Social Media

Abstract

Purpose The purpose of this paper is to investigate how customer involvement in product development creates an emotional connection, satisfaction, and subsequent loyalty toward fast-fashion retailers across high vs low fashion-conscious consumers. Design/methodology/approach Both qualitative and quantitative methods were used to gain understandings of the impacts of customer involvement. To explore customers’ general perceptions of fast-fashion retailers, a focus group interview with 11 US students was conducted. Data for a hypothesis test were obtained from 306 US female consumers and analyzed through structural equational modeling. Findings The findings underscored the relational benefits of involving customers in product development and the substantial moderating impact of female customers’ fashion consciousness. Practical implications The study’s findings support that the customer-brand relationship can be solidified by proactively involving customers in product development. This is beyond benefits derived from leveraging customers’ operant resources in product innovation. Thus, apparel retailers should take such interactive opportunities to build relationships with customers. Also, involving customers in product development can be a critical way for fast-fashion retailers to establish an emotional bond with and loyalty from consumers with a low level of fashion consciousness. Thus, any digital opinion platform designed to foster customer involvement should be managed with the customer-brand relationship in mind. Originality/value This study contributes to the emerging body of literature on customer involvement in product development in fast-paced retailing by elucidating the psychological process through which their participation strengthens the customer-brand relationship manifested in emotional, evaluative, and behavioral responses to the brand, and by identifying a consumer attribute that fortifies this process.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1980A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions 1996The Behavioral Consequences of Service Quality 1996The American Customer Satisfaction Index: Nature, Purpose, and Findings 2003Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies 2011Consumer engagement in a virtual brand community: An exploratory analysis 2005The Ties That Bind: Measuring the Strength of Consumers’ Emotional Attachments to Brands 2002Building Brand Community

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