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IMPACT OF QUICK RESPONSE TECHNOLOGY BASED ATTRIBUTES ON CONSUMER SATISFACTION/DISSATISFACTION AMONG FEMALE APPAREL CONSUMERS by Eunju Ko Copyright i995 Eunju Ko Dissertation submitted to the Faculty of the Virginia Polytechnic Institute and State University in partial fulfilment of requirements for the degree of DOCTOR OF PHILOSOPHY in Clothing and Textiles APPROVED: | LEI Doris H. Kincade, Chairman Assistant Professor Clothing and Textiles ATZB Marjorie JZT. Norton . Associate Professor and Dept. Head Assistant Professor Clothing and Textiles “yt WOM, Clint W. Coakley Professor Assistant Professor Marketin Statistics June 1995 Blacksburg, Virginia Key Words: Quick Response Technology, Consumer satisfaction, Apparel Wotecapsrttenes * IMPACT OF QUICK RESPONSE TECHNOLOGY BASED ATTRIBUTES ON CONSUMER SATISFACTION/DISSATISFACTION AMONG FEMALE APPAREL CONSUMERS by Eunju Ko Doris H. Kincade, Chairman Clothing and Textiles (ABSTRACT) The purpose of this research was to test a conceptual model which examines consumer satisfaction/dissatisfaction (CS/D) with apparel retail stores and to investigate the moderating effects of shopping orientations and store type on confirmation/disconfirmation (C/DC) about quick response technologies (QRT) based attributes and CS/D with a retail store. Shopping orientation included fashion, economic, and time orientations. Store type included specialty chain, department, discount, and small independent stores. The conceptual framework for this study was based on retail strategic planning (Berman & Evans, 1992; Cory, 1988) and consumer satisfaction theory (Oliver, 1980). A convenience sample of 200 female apparel consumers was selected from a southeast city in the United States. The survey design employed a structured questionnaire with some open-ended questions. A questionnaire was pilot tested for content validity and instrument reliability. Descriptive statistics (i.e., frequencies, percentages), multiple regressions, ANOVAs, and ANCOVA were used for data analysis to test the hypotheses. The response rate was 86.2 % for 200 usable responses. C/DC (i.e., QRT based, non-QRT based attributes) had significant effects on CS/D with apparel retail stores. The results supported the disconfirmation of expectation model (Oliver, 1980). C/DC of QRT based attributes (e.g. reduced stockout, fast turnaround of goods) have more influence on CS/D than C/DC of non-QRT based attributes (e.g., location of store, store hours). Results from a preliminary test indicated that QRT based attributes are improved by implementing QRT. The orientation of consumers is related to the level of C/DC of QRT based attributes, which determines CS/D. Fashion orientation, economic orientation, and store type were significant moderators between C/DC of QRT based attributes and CS/D with apparel retail stores. The retail QRT information assembled in the review of literature and the results of the study could help industry trade associations adjust their strategy for potential QRT adopters and promote QR implementation efficiently, and help retailers do Strategic planning when they implement QRT. ACKNOWLEDGEMENTS Special thanks are given to: Dr. Doris H. Kincade, my advisor, for her valuable research ideas, time, patience, and guidance through the painstaking process. My committee members, Dr. Marjorie J. T. Norton for her fundamental perspective of research design, Dr. Valerie L. Giddings for her encouragement, Dr. Clint W. Coakley for his assistance in the data analysis, and Dr. M. Joe Sirgy for his continuous guidance in developing the research model and for teaching me the joys of studying marketing subjects. Voluntary Interindustry Communication Standards' members for the research fund. Dr. Gilsoo C. Park, my undergraduate advisor in Korea, for her constant personal encouragement. My friends Dongjin Lee and Hoonja Lee, and Dr. J. Boles for their faithful help in the data collection. My Bible study group members and friends, Wonae Cho, Euijung Lee, Kyungyoung Kang, Jongran Lee, Eunjin Hwang, June S. Park, and Jongsoo Eun, for their encouragement and friendship. My host family, Dr. James Rancourt, Cindy, Joshua, Katlyn, and Calub, for their warmness and love. This dissertation is dedicated to my parents for their unending love and support and to God for His unchanging love and His goodness. iv TABLE OF CONTENTS ABSTRACT ooo eescsessseseceesseecesacecsaneesecessaeavsaceeeseseeecsaeecesaeeesesaeeeeesaaeesessaeesoseaecenes li ACKNOWLEDGEMENTS... ccccccesscesssesesscssteeestececcssatecesneeeascecsnecsaneecesseseseeeeenaeeeues iv LIST OF TABLES... 0... cc eccccccsssssecsseesesenessacecescneceeuecsenacesecaececseaeeeecssneececaceceusaaeenenas viii LIST OF FIGURES... ccc ccccesscesssecessnecesesecseceeessaeecsseseceeneecesenececeaaaeseeseaeeceesseeeesaeees x CHAPTER T. Introduction... ec esseceseceseceesseceennecseccecesneeceseesestaeeessececsecescscseeencesseeeseseeessesaeenenassey 1 Statement Of Problem... escccccesssessecceeseesssneceeceseessceceeceeececesssseeseenaceeeeseessesees 1 Purposes and ODJectives.........cssccssseccesseecssseccecseeessscceesseaseccseeecesceeesersneeeeeaseeees 3 De limitations... ccceecscesecsenscesscescececenceceesaeerccsneeesseeecesaceeecssaeececsaneesesaeeeesaeees 3 Limitations... ..eeeeccscesssencecesssceceessesaneececssssnensecececsecnsaensceceeeseseeeseeeuseasceceeseaeees 4 Contributions of the Study... ceesececesssenetecsseeeeeesensaeeeeseesssaaeecesesesaeeeserenes 4 Conceptual Definitions. 0.0.0.0... cccessesesececececeesessessssesenseseeuaasacaeasuaneaeeaaasaneaseesees 7 IT. Literature REViCW........ccccccccsessecstecssseecseaecsesseceenuecesauseseneneeessueeeeseneeeeessaaeeeesueeessieees 7 Overview of the U.S. Apparel Retailing Industry... ececceceeseeeeceseeeceneeeeeees 7 Define eee eeeecesesececssececececneeceesssnceeceesaaeeceesesaneseeescseacecetsscseaeeeeenaes 7 Types Of Operations.............cccccccssnssceessnecsesstececeesseaececees sosseeeeceesseneeeceessees 8 Major Objectives in Retailing... cece cececesseceecesseseeeececesessenceeeseeesees 9 Strategic Retail Planming............. se cccseseenececsseeesaccceeceeesesseeceeseceeeceeeeceneennseeeees 10 CONCE Pl... ee eeeeesecesececsscceesaccecsaccesaeceesecensseesessceeeesesaesesesseeesceeatesseraeseeees 10 SUCDPS......ccsscccssccsssscssssccssecseeecessascsessecssascscseseeseceeceesaaesescnseceeeseeecessaeasenee 10 Store Attributes... ceccscsssecsssessssessccscsssssscesesscsanesssecseseesseeuacsesseeseeaeesseesensens 13 Technology Managementl.....0........cccccssecscessscecsescccseessnnceccesssasececesesssceceeceseeneeeoes 14 QR. cece eecceeeecesecesssecsceesccnssenccsesceeseaececescsaeeesneessacenseeeesuceecsaeceseeeeeasesenseeeseeeses 17 CONCEPIS......... ee eeceescsseeececeesessecessceecessecessecesascseseseesssaseeseceseeeseueceaessseeesnenes 17 QR Technologies... ee eesccsececseceecceeccceenecaeesenceesseaesesesecsssesesacenseeses 19 QORT and Store Attributes.................cccccccessssessecsceccccssssectcceeeesesseccseeeenseees 22 Consumer Satisfaction Theory............ccccsscssscssscescceceesecsseecesseeessetseeetseteneeeeeses 26 Overview Of CS/D........ cc ceccscccesssscssnsesssccesececsecccessceeenscseesecesseneeesnaeesseeesees 26 Definition Of CS/D.......... cc ececcsscccssccesnceceeecesseecssessessnsecesseesaeesseaesesaeessees 27 CS Process Model... csccsssssessssessccececssseecececsscsssecesesssseessesceceeeseaeees 28 The Expectation of Disconfirmation Paradigm.............:.:cccseseesseceeeseerens 32 Apparel Purchase Behaviol............cccescesssccesesneececscceeseaceceesenaeceseesssuaaeeesseneaeaaas 38 Consumer CharacteristiCs...........cccccccccsssscesssscecesscecesesssecessesssenaeeeeseneeneaes 38 Shopping Orientation... eececcsessseseecsseceeeceeceessecenscecsaeaecsesaeeseeaeeseaes 4] StOPe TYPO... cccccscsccsssecssecssecsessesseecsaecsscasessesaecsaecesssesseeeeseeaeeseseeesneeeeees 45 III. Statement of Problem. 0.0.0... cccessseceseessecceceeeensececssseaneeeceseseeaaecececeeeeeseensaaaaeaeeds 48 Research ODJeCtives..........ecccesesssccececseseecececeseeececeecsseceececessuueeeeeeesesesnseseeaaeaeeeees 48 Conceptual Framework............cccccccesssseseceeessecececeseseeeeeseseeeleceseeseeceseesensnsneeenees 49 ASSUMPTIONS. ..........cccsccccssccsssececsssseseesscseceesseceesecaeceesaceessssaececesneseceeseseaeeeeeeeeeees 52 FyPOthees..........cecccecesssscecsesssecseceeessensecscsenascecesseaesececsuseeeecesesssessscenenaeeeseceeeesers 52 IV. Research Method... cece ecsceesssccssescesseecesscecsnecessacceeseecesaueesececseeeeessnaeeecessaeeeseesaeeeeoes 58 Research DeSigi............cccsscssssccssscecssscesssecessceceenseeseceeceuecsesescessaeaeeeensnaeeeceseeeerees 58 SAMPLING... eee cece eeeeceesseceeeceesseneceesesseaececessanceeececnseaececesseeceeeeeeensscseesenseueeseeeseess 59 Preliminary Test for Identification about QRT Based Attributes... 60 IMSHFUMENL 200... eceesccesncecsseccecsessecescaseecesseecsssaececssseeesesesaecessscaaaeeeeecessaaueeeeeoees 63 MEASULES. 000... eee ceeneecesssececesececessneeeessaceectenaecsesaececessueeececnsenaeaeesesenenaeeees 63 Pilot Stud y........ccsecccsssssecesseneceseseeeecsenaeceseaceecestaeeecsenaeeesscsenseaeeeereusaaaeeeees 67 Reliability and Validity of Measures. ..........cccseceesseceeeeneeceeeeeseeeeeseaneees 67 Data Collection.........cccccsscesssscsssseceseceeesessessecssacecsenaeceteceseeeecsenseeeeceaueceeneaaeeseeeas 69 Data Amal ySIs........cccccccccccsssssceceesssssaeeececosssecsesensuaeeesseceaecsesessessneaeonsegecteeeseneeenees 70 Multicollinearity Diagmostics.............ccccccccssssseceesessesececesssseeeececseeeeececcneeeceeeeseeess

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