Analysing Service Quality and Its Relation to Customer Satisfaction and Loyalty in Sportswear Retail Market

• Autorzy: Saricam Canan

Identyfikatory

DOI

10.2478/aut-2021-0014

• Języki publikacji: EN

Abstrakty

EN

The sportswear industry has a growing market globally. In the sportswear retail market, where the primary focus is on providing customers the product, but provision of the necessary ancillary service also takes place, the service quality and its relation to customer satisfaction and customer loyalty are important. With an attempt to find out this relationship, the data for this study was obtained from 251 people living in Turkey. The service quality was described as a second-order construct with the dimensions proposed in SERVQUAL scale. Confirmatory factor analysis and structural equation modeling were used to analyze and validate the model. The findings showed that the service quality, together with the relevant dimensions, tangibles, reliability, and assurance, has an influence on the customer satisfaction but not on the customer loyalty. Nonetheless, it was confirmed the customer satisfaction has an impact on the customer loyalty.

Słowa kluczowe

EN

service quality; customer; satisfaction; loyalty; sportswear; retail market

PL

jakość usług; klient; zadowolenie; lojalność; odzież sportowa; rynek detaliczny

• Wydawca: Lodz University of Technology, Faculty of Material Technologies and Textile Design
• Czasopismo: Autex Research Journal
• Rocznik: 2022
• Tom: Vol. 22, no. 2
• Strony: 184--193
• Opis fizyczny: Bibliogr. 62 poz.

Twórcy

autor

Saricam Canan

• Istanbul Technical University, Faculty of Textile Technologies and Design, Inonu Cad. No: 65 34437, Gumussuyu Beyoglu Istanbul, Turkey

Bibliografia

• [1] Sportswear Industry: Global Market to Reach US$ 108.7 Bn by the End of 2025, www.globenewswire.com, accessed January 2020.
• [2] Chang, H. J., Cho, H. J., Turner, T., Gupta, M., Watchravesringkan, K. (2015). Effects of store attributes on retail patronage behaviors: Evidence from active-wear specialty stores. Journal of Fashion Marketing and Management, 19(2), 136–153.
• [3] Ko, E., Taylor, C. R., Sung, H., Lee, J., Wagner, U., et al. (2012). Global marketing segmentation usefulness in the sportswear industry. Journal of Business Research, 65(11), 1565–1575.
• [4] Team, O. M. I. G. Sportswear.
• [5] Levitt, T. (1980). Marketing success through differentiation – of anything. Harvard Business Review, 58(1), 83–91.
• [6] Loomba, A. P. (1996). Linkages between product distribution and service support functions. International Journal of Physical Distribution & Logistics Management, 26(4), 4–22.
• [7] Leung, C. S., To, C. K. (2001). Measuring perceived service quality of fashion stores: A test-retest reliability investigation. Journal of Fashion Marketing and Management: An International Journal, 5(4), 324–329.
• [8] Jamal, A., Naser, K. (2002). Customer satisfaction and retail banking: An assessment of some of the key antecedents of customer satisfaction in retail banking. International Journal of Bank Marketing, 20(4), 146–160.
• [9] Mosahab, R. (2010). Service quality, customer satisfaction and loyalty: A test of mediation. International Business Research, 3(4), 72–80.
• [10] Baker, D. A., Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804.
• [11] Gremler, D. D., Brown, S. W. (1996). Service loyalty: Its nature, importance, and implications. Advancing Service Quality: A Global Perspective, 5, 171–181.
• [12] Arslan, M., Zaman, R. (2015). Impact of brand image and service quality on consumer purchase intentions. A Study of Retail Stores in Pakistan. Research on Humanities and Social Sciences, 4(22), 98–105.
• [13] Mehta, S. C., Lalwani, A. K., Han, S. L. (2000). Service quality in retailing: Relative efficiency of alternative measurement scales for different product-service environments. International Journal of Retail & Distribution Management, 28(2), 62–72.
• [14] To, W. M., Tam, J. F., Cheung, M. F. (2013). Explore how Chinese consumers evaluate retail service quality and satisfaction. Service Business, 7(1), 121–142.
• [15] Siu, N. Y., Tak-Hing Cheung, J. (2001). A measure of retail service quality. Marketing Intelligence & Planning, 19(2), 88–96.
• [16] Carpenter, J. M., Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management: An International Journal, 9(3), 256–269.
• [17] Chi, T., Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422–429.
• [18] Li, M., Liu, Y., Zhang, W. (2008). Model and empirical study on service quality affecting customer loyalty of sportswear brands. WICOM’08,(Dalian, China, 12–17 Oct 2008),1–4.
• [19] Grönroos, C. (1982). Strategic management and marketing in the service. Swedish School of Economics and Business Administration (Helsinfors).
• [20] Lehtinen, U., Lehtinen, J. R. (1991). Two approaches to service quality dimensions. Service Industries Journal, 11(3), 287–303.
• [21] Parasuraman, A., Zeithami, V. A., Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service care. Journal of Retailing, 64(1), 12–40.
• [22] Finn, D.W., Lamb, C.W. (1991). An evaluation of the SERVQUAL scales in a retailing setting. Advances in Customer Research, 18, 483–490.
• [23] Gefen, D. (2002). Customer loyalty in e-commerce. Journal of the Association for Information Systems, 3(1), 27–71.
• [24] Hartline, M. D., Ferrell, O. C. (1996). The management of customer-contact service employees: An empirical investigation. Journal of Marketing, 60(4), 52–70.
• [25] Cronin Jr., J. J., Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
• [26] Dabholkar, P. A., Thorpe, D. I., Rentz, J. O. (1996). A measure of service quality for retail stores: Scale development and validation. Journal of the Academy of Marketing Science, 24(1), 3–16.
• [27] Kang, G. D. (2006). The hierarchical structure of service quality: Integration of technical and functional quality. Managing Service Quality: An International Journal, 16(1), 37–50.
• [28] Pantouvakis, A. (2010). The relative importance of service features in explaining customer satisfaction: A comparison of measurement models. Managing Service Quality: An International Journal, 20(4), 366–387.
• [29] Untachai, S. (2013). Modeling service quality in hospital as a second order factor, Thailand. Procedia-Social and Behavioral Sciences, 88, 118–133.
• [30] Jen, W., Tu, R., Lu, T. (2011). Managing passenger behavioral intention: An integrated framework for service quality, satisfaction, perceived value, and switching barriers. Transportation, 38(2), 321–342.
• [31] Kim, E. Y., Jackson, V. P. (2009). The effect of E-SERVQUAL on e-loyalty for apparel online shopping. Journal of Global Academy of Marketing, 19(4), 57–65.
• [32] Thomas, S. (2013). Linking customer loyalty to customer satisfaction and store image: A structural model for retail stores. Decision, 40(1–2), 15–25.
• [33] Naik, C. K., Gantasala, S. B., Prabhakar, G. V. (2010). Service quality (SERVQUAL) and its effect on customer satisfaction in retailing. European Journal of Social Sciences, 16(2), 231–243.
• [34] Alnaser, F., Ghani, M., Rahi, S. (2017). The impact of SERVQUAL model and subjective norms on customer’s satisfaction and customer loyalty in Islamic Banks: A Cultural Context. International Journal of Economics & Management Sciences, 6(5), 455.
• [35] Sum, C. Y., Hui, C. L. (2009). Salespersons’ service quality and customer loyalty in fashion chain stores: A study in Hong Kong retail stores. Journal of Fashion Marketing and Management: An International Journal, 13(1), 98–108.
• [36] Clottey, T. A., Collier, D. A., Stodnick, M. (2008). Drivers of customer loyalty in a retail store environment. Journal of Service Science (JSS), 1(1), 35–48.
• [37] Biscaia, A. R., Rosa, M. J., e Sa, P. M., Sarrico, C. S. (2017). Assessing customer satisfaction and loyalty in the retail sector. International Journal of Quality & Reliability Management, 34(9), 1508–1529.
• [38] Caruana, A. (2002). Service loyalty: The effects of service quality and the mediating role of customer satisfaction. European Journal of Marketing, 36(7/8), 811–828.
• [39] Chan, T. J., Goh, M. L. (2019). Determinants of service quality and customer satisfaction of Retail Clothing Company. Journal of Business and Social Review in Emerging Economies, 5(2), 295–304.
• [40] Wong, A., Sohal, A. (2003). Service quality and customer loyalty perspectives on two levels of retail relationships. Journal of Services Marketing, 17(5), 495–513.
• [41] Bhaskar, N. U., Shekhar, B. R. (2011). Impact of service quality on apparel retail customer satisfaction-a study of select metropolitan city Hyderabad. Journal of Management Research, 3(2), 1–13.
• [42] Sivapalan, A., Jebarajakirthy, C. (2017). An application of retailing service quality practices influencing customer loyalty toward retailers. Marketing Intelligence & Planning, 35(7), 842–857.
• [43] Cristobal, E., Flavian, C., Guinaliu, M. (2007). Perceived e-service quality (PeSQ) measurement validation and effects on customer satisfaction and web site loyalty. Managing Service Quality: An International Journal, 17(3), 317–340.
• [44] Sivadas, E., Baker-Prewitt, J. L. (2000). An examination of the relationship between service quality, customer satisfaction, and store loyalty. International Journal of Retail & Distribution Management, 28(2), 73–82.
• [45] Lu, Y., Seock, Y. K. (2008). The influence of grey consumers’ service quality perception on satisfaction and store loyalty behavior. International Journal of Retail & Distribution Management, 36(11), 901–918.
• [46] Islam, M. A., Khadem, M., Sayem, A. (2012). Service quality, customer satisfaction and customer loyalty analysis in Bangladesh apparel fashion retail: An empirical study. International Journal of Fashion Design, Technology and Education, 5(3), 213–224.
• [47] Setó-Pamies, D. (2012). Customer loyalty to service providers: Examining the role of service quality, customer satisfaction and trust. Total Quality Management & Business Excellence, 23(11–12), 1257–1271.
• [48] Kline, R. B. (2015). Principles and practice of structural equation modeling. New York: Guilford publications.
• [49] Hair, J.F. (2006). Multivariate data analysis (6th ed.). New Jersey: Englewood Cliffs, Prentice Hill. 50. Chau, P. Y. (1996). An empirical assessment of a modified technology acceptance model. Journal of Management Information Systems, 13(2), 185–204.
• [50] Raykov, T., Marcoulides, G. A. (2012). An introduction to applied multivariate analysis. New York: Routledge Taylor and DFrancis Group. 52. Nunnally, J.C., Bernstein, I.H. (1994). Psychometric theory (3rd ed.), New York: McGraw-Hill.
• [51] Bagozzi, R. P., Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74–94.
• [52] Zhou, T., Zhang, S., Ji, B. (2010). Exploring the effect of online banking service quality on users’ continuance usage. In 2010 2nd International Conference on E-business and Information System Security (pp. 1–4). IEEE.
• [53] Sánchez-Hernández, R. M., Martinez-Tur, V., Peiró, J. M., Ramos, J. (2009). Testing a hierarchical and integrated model of quality in the service sector: Functional, relational, and tangible dimensions. Total Quality Management, 20(11), 1173–1188.
• [54] An, M., Noh, Y. (2009). Airline customer satisfaction and loyalty: Impact of in-flight service quality. Service Business, 3(3), 293–307.
• [55] Zhou, L. (2004). A dimension-specific analysis of performance-only measurement of service quality and satisfaction in China’s retail banking. Journal of Services Marketing, 18(7), 534–546.
• [56] Dewi, F. D., Sudjana, G., Oesman, Y. M. (2011). Patient satisfaction analysis on service quality of dental health care based on empathy and responsiveness. Dental Research Journal, 8(4), 172–177.
• [57] McKechnie, S., Valdez, A. R. (2017). Understanding luxury experiences within the lifeworlds of millennials. In: Marketing at the Confluence between Entertainment and Analytics. Cham: Springer. pp. 1099–1104.
• [58] Leen, J. Y., Ramayah, T. (2011). Validation of the RSQS in apparel specialty stores. Measuring Business Excellence, 15(3), 16–18.
• [59] Mataraarachchi, R. (2015). Enabling the transition from product provider to service provider an empirical investigation in the apparel industry (Doctoral dissertation).
• [60] Michon, R., Yu, H., Smith, D., Chebat, J. C. (2008). The influence of mall environment on female fashion shoppers’ value and behaviour. Journal of Fashion Marketing and Management: An International Journal, 12(4), 1361–2026.
• [61] Jones, C., Kim, S. (2010). Influences of retail brand trust, off-line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Customer Studies, 34(6), 627–637.
• [62] Chang, H. H., Wang, H. W. (2007). The relationships among e-service quality, value, satisfaction and loyalty in online shopping. In Borghini, S. et al. (Ed.). E - European Advances in Consumer Research. Duluth, MN: Association for Consumer Research.

Uwagi

Opracowanie rekordu ze środków MEiN, umowa nr SONP/SP/546092/2022 w ramach programu "Społeczna odpowiedzialność nauki" - moduł: Popularyzacja nauki i promocja sportu (2022-2023).