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Marketing paper:关于时尚零售店的属性和维度评估

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Marketing paper:关于时尚零售店的属性和维度评估
Assessment Regarding Fashion Retail Stores Attributes And Dimensions
 
在时装行业,零售商面临着来自新的竞争对手和现有的竞争对手的威胁。 许多时装店都不停地试图通过重新评估服务和产品,同时投资新商店的固定装置和布局,以获得更好的市场地位。 这些临近努力建立起了零售商在市场的地位,使消费者关注到他们的时尚商店。 商店的品牌图片主要是针对时尚零售商。 商店形象的研究已经承认,产品感知质量的特点,给出的价格和选择结合服务人员尤其重要,特别是当顾客购买时尚服装的时候。 不过,适度地说,这是关于消费者如何看待个人零售的桎梏,或者说,这是因为他们挑选时发生的选择。
许多公司都在研究,评估和实施的营销策略,以达到最大的市场份额,并提高客户保留的有利影响,以及对组织的货币表现。 使顾客满意、知足、优质的服务、卓越和保留是影响所有组织的全球问题。 这包括所有类型的组织,它可大可小,全局或局部的盈利或非盈利。
时尚产业无疑不是从增强竞争中得到的,或者是来自顾客对感知质量提高的期望。在大竞争的行业,大量出口链倾向于获得成本领先的竞争,可能只是由于标准化和规模经济才开始大的市场份额,而较小,独立的时尚商店零售商另一方面努力通过差异化获得利益。
 
 
In Fashion industry, retailers face rising rivalry from both new competitors and from existing rivals as well. Numerous fashion stores are incessantly trying to get better their market position by re-assessing the service and product prerequisite at the same time as investing in novel stores fixtures and layouts. These draw near endeavor to build up the retailer's position in market with the purpose of focusing consumer consideration on their fashion stores. Brand picture of the store is mainly significant to these fashion retailers. Store image studies have acknowledged that the products characteristics of perceived quality, price and selection in combination with the service given by personnel are particularly essential to patrons once they purchase fashion clothing. Though, awfully modest is known about how consumers perceive personal retail shackles and, more significantly, the factors they bring into play in selecting between them (Lindquist, J. D., 1974).
 
Numerous companies are paying attention in studying, assessing and implementing the marketing strategies with the aim of gaining maximum market share of customers and improving customer retention in analysis of the advantageous effects on the monetary performance for the organization. Customer satisfaction, contentment, quality of the service, excellence and retention are global matter that influences all organizations. This include all type of organizations, it can be large or small, global or local profit or non-profit (Yap Sheau Fen, Kew Mei Lian).#p#分页标题#e#
 
The fashion industry has undoubtedly not been free from either augmented competition or from increasing customer expectations regarding perceived quality. In the greatly competitive industry, large outlet chains have a propensity to gain competitive gain in the course of cost leadership, likely only due to standardization and economies of scale beginning from large market shares, while smaller, independent fashion stores retailers on the other hand endeavor to gain benefit through differentiation (Yun Lok Lee and Nerilee Hing, 1995).
 
Fashion store Retailers' works in a competitive environment in front of changes in customer desires, needs, demographics, technology and retail possession through amalgamation and acquisitions. In such type of an environment, the perceptive and prediction to satisfy customer is becoming a vital focus. The retailers' purpose is to raise repeat customers. At the present time, customers look for an experience which is additional than product assortment and quality. A blend of multi features which make a positive retailer and store picture. A significant matter for fashion retail administration is to find out the reason affecting satisfaction, to classify and target segments of customers, to make sure patronage on an elongated term basis (Bitner, 1990).
 
Consumer behavior has an effect on all aspect of the fashion merchandising, design, production, advertising and overall industry at all levels as it affects retailing. Customer Behavior, attitude and Fashion Marketing indicates how sociology, psychology, traditions and culture all manipulate the how, when, why, what and where of the purchase (Anderson et al, 2005).
 
The link among dressing and the human being expression is difficult. It could be alleged in person's everyday life throughout regular use of the similar clothing brands, fashion predisposition and colors. Various people use colors and contrasts that communicate thoughts and feelings related to the state of mind. As a result, the merchandise properties like designing, soothe, personality encompass a crucial role on clothing buying behavior of the consumer that may perhaps be different depending on different factors generally on sex (Fischer and Arnold, 1994).
 
There is an extensive acknowledgment that customer behavior and attitude is the main key to modern marketing achievement. By doing this, the meadow of customer behavior has been typified by an assortment of opinions and interdisciplinary science. Within this framework, the indulgent of customer behavior might ask for different areas of knowledge and information that includes emotional, edifying societal psychological, physic- psychological, heredity anthropology (Susana Garrido Azevedo, Madalena Pereira, Jo?o Ferreira, Vilma Pedroso, 2008).
 
The dissimilarity between the sub segments recommend with the purpose of that there may be any span for fashion retailers to adapt their market situation inside their on the whole customer pedestal, to gather needs more explicitly. In addition, several of these segments might be extra beneficial to target than others. This earlier targeting method has two main proportions, first one is the most palpable of which is in conditions of the tactical marketing of single entity companies. Potentially there is a productive region for auxiliary research study work in examining how employees may get better efficiency at the store stage. The key aspect in this procedure will be recognizing features in purchaser groups, behavioral, physical or else which can be renowned by persons and can be used as an origin for recognizing and gathering the desires of individual patrons more efficiently (Grete Birtwistle, Ian Clarke and Paul Freathy, 1997).#p#分页标题#e#
 
The significance of store personality in terms of fashion retail branding is incontrovertible as it is still not clear enough that what conclude a store personality and how retailers be supposed to go in relation to building it (Ailawadi and Keller, 2004). A store's personality is prejudiced by aspects such as name and environment of the store, Store's service and merchandise quality, store staff and carried brand names. (Malaika Brengman, Kim Willems, 2009)
 
Brand personality provenances are predestined on individual an allied association that is perceived personality behavior of people related with a brand come up to illustrate the brand personality and product interrelated associations and presumptions (Aaker, 1997).Brand personality is apt to be anecdotal from brand users, advertising style, brand associations, brand name, brand symbol and its logo, pricing and distribution and marketing channels (Batra et al, 1993) Furthermore, various sources of presumption that are same to mutually brand and store personality may brunt them in a different way for the reason of the ease through which patrons can find out about them because brand consumer in a straight way possibly will often be relatively difficult that it is comparatively easy to scrutinize further shoppers in stores (Malaika Brengman, Kim Willems, 2009).
 
In addition positive prompt are conveyed in the case of brand personalities in fashion stores as we can say advertising is always one of the main source of implication, in stores there are numerous ambient, social and design mechanism of shopping settings that could bring to mind unsympathetic personality traits (d'Astous and Le?′vesque, 2003).
 
All activities related to the marketing in which retailers engage canister are considered as a set of behaviors from which attributes inferences are prepared regarding the personality of the retailers. It is said to be as the identical way that a people's perceptions of person's personality affect person's behaviors (Madrigal and Boush 2008).
 
评估关于时尚零售商店属性和维度-Assessment regarding fashion retail stores attributes and dimensions:
 
The perception of the chic fashion store appears to be indomitable by recognized branded clothing, pleasant interior and high price labels. The products in such store are not considered as common or ordinary clothing and the store might bring out a formal intuition and impression.
 
The perception of elegant fashion store is that these stores should have a fresh, calm and well structured atmosphere where there can be no cluttered piling of clothing.
 
The perception of high class fashion stores can be recognized by its eye-catching interior, its quality products in relatively higher price ranges that targeting to an elevated class personality.#p#分页标题#e#
 
The perception of the congenial fashion store recognized the customers look forward to be served up by friendly sales staff, in a comfortable environment where customers can come across wearable clothes they like easily.
 
The perception of the daring store is determined by its flamboyantly colored designing of an interior and also has non-conformist clothing variety, which evidently differentiate this retailer from its rivals.
 
The perception of the Dynamic and lively stores determined by providing multihued interiors and they often amend their store design to keep store's environment energetic and young. The similar holds used for their variety which they regularly update, which helps these stores not to be supposed and perceived as a motionless and static fashion store.
 
The perception of enthusiastic fashion store is determined by its youthful products, music in the store and its young sales staff. Store design in terms of color also emerges to be imperative.
 
The perception of friendly fashion store is determined when assistance required to the customers along with the store predominantly hospitable toward children (play area for kids etc) more to the point being affable to all other customers in common.
 
A leading store is distinguished by its pioneer position in the market. These leading fashion retailers are trend setters. They are thoroughly the initial in marketing the latest fashion styles and features along with a creative store design and exceptional commercials.
 
The Reputable fashion stores are recognized by its well-known identity and often the reputation is due to the lot of word of mouth communication between the consumers. The Designer clothing is also related with a reputable fashion store personality.
 
The reliable fashion store is categorized by the consumers on the basis of the excellence of the quality goods it sells. The workers of the store must also be gracious and conscientious to customers who require advice or any help.
 
The sincere fashion store is differentiating by value for money customer pays to the store (Malaika Brengman, Kim Willems, 2009).
 
Customer satisfaction is defined as the consumer's fulfillment response. Customer satisfaction leads to the customer loyalty so it is necessary to satisfy customers with the offerings and the services in order to make customer loyal to that particular fashion outlet. It is a judgment that the service or product features, its attributes provided a delightful level of consumption associated achievement including levels of under fulfillment or over fulfillment (Jochen Wirtz, Anna s. Mattila, Rachel l. P. Tan, 2000).This definition of satisfaction proposes that the assessment method covers the whole buying experience (Bateson and Hoffman, 1999).#p#分页标题#e#
 
Customer satisfaction and store brand loyalty are the key elements for the planning of the marketing in view of the fact that satisfaction does sway customer's intention to make a brand loyal to the fashion retail outlet. Therefore, marketers are supposed to look into the issues that would have an effect on customer satisfaction intensity. Besides, as customer prospect are altering over time and it is advised to determine the customer satisfaction and expectation on regular basis and grip complaints timely and effectively (Yap Sheau Fen, Kew Mei Lian).
 
Perceived quality is defined as nil defects doing it right for the first time. Information and knowledge about goods quality is inadequate to recognize service quality (Parasuraman et al., 1985). Quality is all about eliminating internal failures that means all shortcomings before the product leaves from the factory and the external failures are the defects after usage of the product (Garvin 1983).
 
In Early research and study efforts in measuring and defining perceived quality were mainly centred in the tangible goods, whereas the apparently more complicated services products was ignored. Products quality was conventionally correlated to the technical stipulation of products, with the most description of quality coming up from the manufacturing goods sector where excellence and quality control has inward drawn out awareness and research (Gronroos, 1990).
 
In fashion stores, services during and after the purchase of any product from the outlet given to the customers engages a route or a performance in which customers are involved in the overall service process. This happens due to the interaction of the consumers with the surroundings and personnel throughout the fashion stuff purchasing experience, understanding consumers' sentimental response become vital in replicating satisfaction in a locale. Earlier research has made known that affective processes throughout the buying phase might play a straight, unmediated role in determining customer satisfaction (Liljander and Strandvik, 1996). Quantifying after sales service quality is a difficult task because it is intrinsically insubstantial in nature and complicated to define (Kandampully, 1997). Quality of the material of the fashion stuff along with the service provide to the customers has been related to customer satisfaction, contentment and loyalty as well as the business performance, success and profitability (Lasser, 2000).
 
Researchers have acknowledged customer satisfaction and loyalty to be similarly important for marketers, because they are responsible for determining satisfaction, and they must know the importance of fashion latest styles that must position fashion store functions competitively in the current and future marketplace (Bitner, 1992). Customer satisfaction has been acknowledged as a essential function for success and endurance in competitive marketplace that have been connected to consumer behavioral intentions as purchase and loyalty intention, their willingness to widen positive word of mouth, recommendation, and complaint intention (Olsen, 2002).#p#分页标题#e#
 
Purchase behavior of the consumer in fashion stores can be pretentious by the surroundings in different ways. We consider atmosphere, which is an attention-building medium that can make fashion store inkling. The center of attention is based on the collective possessions of those clues on customers idiosyncratic through design, sound, motion, and color. As a meaning- generating medium, the environment gives discriminative motivation to buyers that facilitate them to identify a fashion store's divergences as a source for select that fashion store (Berry, L. L., E. A. Wall, and L. P. Carbone. 2006).
 
Evaluating quality awareness and price elasticity related to quality in fashion stores, suggested that buyers are generally steady in their evaluations of quality. The results of their study showed that there was a strong association between a product's attributes and the quality perceptions of the customers (Saleh, F. & Ryan, C, 1991).
 
In the fashion store perspective, this entails that customers who want superior clothing quality are more sensitive to quality fluctuations and possibly will be less price sensitive (Raajpoot, N. A. 2002). Another attention-grabbing finding was that a product's higher volume rates like for instance, fashion stores resulted in a lower sensitivity side to quality. This shows that management of fashion stores must segment the market based on their products usage rate includes the repeat purchase of the particular item and quality preferred which that increase the brand loyalty (Dr. Clark Kincaid, Prof. Seyhmus Baloglu, Dr. Zhenxing Mao, Dr. James Busser, 2009).
 
Tangible quality on its own may have a weaker influence and effect on behavior, but it helps in developing feelings and sense of attachment towards the fashion store, which results in a stronger influence on behavior. Fashion stores supposed to strive for enlightening positive feelings to their brand name by maneuvering tangible attributes (Dr. Clark Kincaid, Prof. Seyhmus Baloglu, Dr. Zhenxing Mao, Dr. James Busser, 2009).
 
One more factor for the customer brand loyalty which really brings customers back is that the customer likes to have a positive attitude of employee throughout the buying process of fashion stuff from the retailer as a support for the disputation that employee approach is strongly linked with customer satisfaction. Ease and the location of the fashion store is also considerable and also the other factor influence customers to select that particular fashion store which satisfy their needs and wants regarding quality of their required products and the fashion store environment. This leads in the increase of the re-patronage rate and the loyalty of the customers towards that fashion store (Johnson et al, 2004).
 
The convenience of location includes the parking space. The consequences of well-situated parking must not be the lost upon fashion store management. Often the cost of attaining parking near to a fashion store is sighted as a non-revenue generating expenditure. This specifies the value of given that well-located parking along with the direct consequence it has on consumer intentions to utilize a fashion store (Kuo et al. 1999).#p#分页标题#e#
 
There has been a strong support for the espousal of consumer retention and loyalty in fashion stores as one of the key performance indicators (Kaplan and Norton, 2001) It has found that there is a high association between customer loyalty and the profit earn by the fashion stores (Reichheld and Sasser 1990). The fragmentation of media choices and the active nature of the marketplace, tied with an enlarged number of additional demanding and prosperous consumers, brought bigger challenges to marketing practitioners in keeping hold of their regular customers (Yap Sheau Fen, Kew Mei Lian).
 
Customer satisfaction is vital to the fashion store management for the reason that it is normally assumed to be a noteworthy determinant of replicate sales, customer loyalty and affirmative word of mouth. The more pleased the customers, the larger are their retention (Anderson and Sullivan, 1993). The impacts of customer satisfaction on customer retention and loyalty are bringing into being to be momentous and positive. Specially, the customer satisfaction will influence the re-patronage intentions and brand loyalty (Taylor, S. A., and Baker, 1994). A recent study divulges that customer satisfaction is the better predictor of intention comparing to quality to repurchase (Ravald and Gronroos, 1996).
 
According to the previous researches, it was found that of quality of fashion stuff (includes both material quality and after sales service) and customer satisfaction are the two strongest variables that have direct result on brand loyalty of the customers in the fashion store industry. It has been observed that the perception of customers towards quality provided is constantly lesser than their expectations (Yun Lok Lee and Nerilee Hing, 1995).
 
It is constructive to evaluate quality of fashion stores contained by the identical industry segment. Information of a fashion store's potency and weaknesses in relative to its competitors is able to help out administration modify its promotional communication so that competitive benefit is maximized. To additional successfully pose itself in the market; a fashion store may put emphasis on definite product strength and other characteristics on which competitors execute more knowledgeably. Besides, while the performance of anyone of the outlet can impinge on the reputation of a whole network, identifying and recuperating those outlets that have a delicate association in the series can be vital. Valuable curriculum in marketing, human resource and man oeuvre be capable also be learnt as of those outlets where product nature and quality exceeds or meets expectations of the patrons (Yun Lok Lee and Nerilee Hing, 1995).
 
The fashion retail store has traits serene of psychological and functional attributes. Once we focus on a store environment, the retailer core offer is the concept of the product. The retailer's proposal regarding product has been the key researched attributes. It was specified that fundamentals of the product mix detain the quality and variety of products also as their presentation. Great variety certainly influences the customer's store image and satisfaction (Lindquist, 1974).#p#分页标题#e#
 
Pricing also in combination with product strategy contributes to a great deal to the retailer's positioning. The patron assesses the retail offer in sacrifice. The retailer's pricing guidelines refers to the financial cost that is the cost of goods to be purchased. Pricing bring into being to be one of the most crucial element in fashion shopping decisions. The level of price has been found as a powerful cause in terms of retail system option and determinant of diverse buyer groups (McGoldrick, 1990). Product variety and range is the solitary most dominant variable affecting the preference of fashion stores (Carpenter and Moore, 2006).
 
A further significant characteristic of Fashion Store image is its atmosphere. This indicates the surroundings that are formed by merging a set of visual rudiments of the corporeal store surroundings like displays, colors, ornamental features, simplicity of movement etc and inspiration of senses like stink, airing condition, music, illumination etc enabling an artistic customer reaction. Fashion stores with a constructive environment are probable to augment the affirmative buying experience and consumer contentment as well as upsetting at the moment in time and the amount the buyer spends in the fashion store (Babin and Darden, 1996).
 
Earlier research shows that the assortment, quality, pricing and range of the fashion goods contain a positive impingement of satisfaction which then makes customer brand loyal. The policy of pricing reflects that consumers contrast worth of price of their chosen and preferred fashion outlet with rivals. The perceived quality value price association is a general amalgamation affecting all consumers in their stage of contentment and satisfaction. Evenly personnel influence the contentment level of the intermittent, most likely due to the assist they necessitate from fashion outlets staff as they do not know the design, outlet and/or amenities (Prokopis K. Theodoridis, Kalliopi C. Chatzipanagiotou, 2008)
 
Fashion stores managers have to recognize that their consumers are determined mainly by functional motives as their behavior is differentiate by product-oriented quality oriented fashionable and price that foremost them to provide not as much of contemplation to other fashion outlets attributes. The deficient in hedonic inspiration cannot manipulate consumer to be inclination buyers, vulnerable to the influence of fashion outlet marketing strategy at the time of purchase. This entails positioning tactics and aiming a comparatively small market with a superfluous focus on hedonic stimulus such as enthusiasm, entertainment, excitement, fantasy, and fun (Prokopis K. Theodoridis, Kalliopi C. Chatzipanagiotou, 2008).
 
Consumer behavior has an effect on all aspect of the fashion merchandising, design, production, advertising and overall industry at all levels as it affects retailing. Customer Behavior, attitude and Fashion Marketing indicates how sociology, psychology, traditions and culture all manipulate the how, when, why, what and where of the purchase (Anderson et al, 2005).#p#分页标题#e#
 
Consumer behavior study is the procedures consumers use to select, secure, use and dispose of products and services that satisfy their needs. Knowledge of consumer behavior directly affects marketing strategy (Anderson et al, 2005). This is because of the marketing concept, i. e., the idea that firms exist to satisfy customer needs (Winer, 2000). Firms can satisfy those needs only to the extent that they understand their customers. For this reason, marketing strategies must incorporate knowledge of consumer behavior into every facet of a strategic marketing plan (Solomon, 2002).
 
Anderson, R. C., Fell, D., Smith, R. L., Hansen, E. N., and Gomon, S. (2005); Current Consumer behavior research in forest produts; Forest Products Journal, 55 (1): 21- 27.
Lindquist, J. D. (1974), "Meaning of image", Journal of Retailing, Vol. 50 No. 4, pp. 29-38, 116.
Batra, R., Lehmann, D.R. and Singh, D. (1993), "The brand personality component of brand goodwill: some antecedents and consequences", in Aaker, D.A. and Biel, A. (Eds), Brand Equity and Advertising, Erlbaum, Hillsdale, NJ, pp. 83-96.
Malaika Brengman, Kim Willems, 2009)" Determinants of fashion store personality: a consumer perspective" pp 346-350.
Ailawadi, K. and Keller, K. (2004), "Understanding retail branding: conceptual insights and research priorities", Journal of Retailing, Vol. 80 No. 4, pp. 331-42.
d'Astous, A. and Le?′vesque, M. (2003), "A scale for measuring store personality", Psychology and Marketing, Vol. 20 No. 5, pp. 455-69.
Madrigal, R. and Boush, D.M. (2008), "Social responsibility as a unique dimension of brand personality and the consumers' willingness to reward", Psychology and Marketing, Vol. 25 No. 6, pp. 521-37.
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