Service Quality Expectation and Cultural Diversity in Fast Fashion Retailing

Abstract

Fast Fashion the production highly fashionable and affordable items under uncertain demand and short lead time, has become a global industrial trend in recent decade. With the increasing popularity, competition among fast fashion retailers has been focused on improving design, price and service quality in order to differentiate themselves from their competitors. Understanding and improving service quality, which has a direct interaction with customers, is crucial especially in cities with a blend of different cultures. This study draws attention on how cultural values are affecting customers' service quality expectations in Hong Kong fast fashion retailing. This study considered 283 cultural-diversified respondents with previous shopping experience in Hong Kong fast fashion stores. With a service quality measurement tool specified for Hong Kong fast fashion retailing situation, this study confirmed the significance of cultural perspectives in shaping customers' service quality.

Determinants of Service Quality and Customer Satisfaction of Retail Clothing Company

“…Although numerous past research have been examined on the service quality and various customer outcomes which focused on various industries, such as hotel and restaurant (Omar, et al, 2016;Priyo, Mohamad, Adentunji, 2019;Shah, Jan, & Baloch, 2018), airlines (Khuong & Uyen, 2014), telecommunication (Danish, Humayon, Iqbal, Raza, & Shahid, 2018;Tariq & Nik Mat 2018); education (Kundi, Khan, Qureshi, Khan, & Akhtar, 2014;Singh & Kumar, 2016), banking (Ali & Raza, 2017;Rouf, Kamal, & Iqbal, 2018;Whingan & Ogundare, 2018) and some textile industry have also been found (Luximon & Chan, 2017;Singh & Aggarwal, 2017). However, those studies required further investigation in Malaysian setting as different countries have different social economic status and the segmentation of customers were also vary.…”