How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory |
| |
| Institution: | 1. University of Bayreuth, Faculty of Law, Business and Economics, Chair in Marketing & Service Management, Universitaetsstrasse 30, 95440, Bayreuth, Germany;2. University of Bayreuth, Faculty of Law, Business and Economics, Chair in Marketing & Innovation, Universitaetsstrasse 30, 95440, Bayreuth, Germany;1. Department of Mathematics, National Institute of Technology Durgapur, Durgapur 713213, West Bengal, India;2. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;3. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;1. School of Management, Hefei University of Technology, Hefei, Anhui, 230009, China;2. Key Laboratory of Process Optimization and Intelligent Decision-making Ministry of Education, Hefei, 230009, China;3. Ministry of Education Engineering Research Center for Intelligent Decision-Making & Information System Technologies, Hefei, 230009, China;1. University of Wuppertal, Schumpeter School of Business and Economics, Walbusch Chair of Multi-Channel-Management, Gaußstr. 20, D-42119, Wuppertal, Germany;2. University of Economics in Katowice, Department of Marketing, ul. 1 Maja 50, 40-227, Katowice, Poland |
| |
| Abstract: | Understanding customer needs is key for fashion retailers to stay competitive and innovative. Surprisingly, however, extant literature mainly explores customer needs in terms of a garment and its attributes rather than viewing shopping as a problem-solving process to meet customer needs. Moreover, these studies fail to address how customers meet their needs in-store (ISFR) and online fashion retailing (OFR). To fill this research gap, we empirically investigate customers' personal and social needs and how they can be met through the jobs-to-be-done theory. Findings reveal that, beyond the purchase of a garment, customer needs can be fulfilled through different ways, such as smart technology or a person's high interaction with social others in ISFR and the online shop experience or a social linkage without social interaction in OFR. Additionally, our findings offer potential service innovations for fashion retailing managers. |
| |
| Keywords: | Jobs-to-be-done Customer need Fashion retailing Service innovation potential Social others Smart technology |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
