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Service quality in multichannel fashion retailing: an exploratory study

机译：多通道时装零售业的服务质量：探索性研究

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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 behaviour, multichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. The purpose of this paper is to contribute to the interpretation of multichannel service quality by explaining it from the perspective of the so-called "multichannel customers". Design/methodology/approach Drawing on social influence theory, this paper aims to investigate these issues from the perspective of multichannel customers. In contrast with dualist and objectivist studies, this paper uses a constructivist epistemology and ethnographic methodology. Such an approach is associated with an interpretivist ontological worldview, which postulates the existence of "multiple realities". The sample size for this research consisted of 34 in-depth interviews and 2 focus groups comprising 10 focus group participants. Findings The data analysis fundamentally found that multichannel customers tended to continually adjust choices regarding retailer and retail ckhannel when making purchases. The perspective of this paper is different from mainstream positivist service quality research which sees service quality as static, objectively measurable and dualistic. As an alternative, this paper acknowledges service quality as a dynamic, subjective and pluralistic phenomenon. Originality/value This paper contributes to the interpretation of multichannel service quality with a new concept that explains the phenomenon from the perspective of customers and thus considers it necessary for multichannel retailers to adopt strategies relating to customers' changing behaviour.
机译：目的消费者采购行为在近期电子商务的发展之外发生了大幅改变。所谓的“多信道客户”倾向于在采购过程中切换零售渠道。为了解决不断变化的消费者行为，多通道时尚零售公司必须继续学习如何为这些客户提供优质的服务。本文的目的是通过从所谓的“多信道客户”的角度来解释它来促进多通道服务质量的解释。本文从多通道客户的角度调查这些问题的设计/方法/方法绘制。与二元和客观主义研究相比，本文采用了建构主义认识论和民族图方法。这种方法与解释主义本体世界观有关，它假设存在“多个现实”。本研究的示例大小由34个深入的访谈和2个焦点组组成，包括10个焦点集团参与者。调查结果从根本上发现，多渠道客户在购物时倾向于不断调整有关零售商和零售CKHHANEL的选择。本文的观点与主流实证服务质量研究不同，将服务质量视为静态，客观衡量和二元化。作为替代方案，本文承认服务质量作为动态，主观和多元化现象。本文的原创性/价值有助于将多通道服务质量与新概念的解释解释，从客户的角度解释了现象，因此考虑了多通道零售商必须采用与客户不断变化行为有关的策略。

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