STUDY ON THE SERVICE QUALITY E-RETAILING VARIABLES AFFECTING BRAND LOYALTY

Abstract

Purpose. The study aims to study four attributes of the electronic retailing service quality [website design, reliability/fulfillment, security/privacy and customer service] based on the implications each one of them has towards brand loyalty [being measured through intentions to repurchase from the same brand on upcoming occasions and customer incentives to pay a price premium for the brand]. This process in two contexts, when respondents are faced with a local vs global brand. Design/Methodology/Approach. Through literature review the study has used the model of mapping electronic service quality variables introduced by Wolfinbarger and Gilly (2003) in their eTail Quality model. Related to data collection we have conducted two focus groups each being prompted with local and global renown brands, respectively. Considering that the study aims to measure perceptions, and knowing that the best way to express them is through linguistic terms, which is the way humans express their feelings on daily basis, the analysis is based on fuzzy logic by using triangular fuzzy sets as means of analysis. The process through the analysis phase has followed the (i) fuzzification process, where linguistic terms have been converted to triangular fuzzy sets, (ii) fuzzy averaging to find group opinions, (iii) clarifying weak and/or strong conditions in between the importance and satisfaction degrees, lastly (iv) defuzzification process in order to convert triangular fuzzy sets in linguistic terms. Findings and Implications. The analysis suggests that when customers are faced with global brands, service quality elements such as website design, customer service and reliability/fulfillment are good predictors for the creation of behavioral intents towards the brand. Whereas when customers faced with local brands, service quality elements such as security/privacy, reliability/fulfillment and website design, have high implications towards customers’ behavioral intents. Limitations. The study represents an innovative approach to measuring service quality variables in the apparel purchase online context. Due to its generic nature as a model the conceptual framework and methods of analysis could be tested in other industries, apart from the apparel online purchase. Furthermore, in order to enforce external validity, the study is recommended to be replicated within the same or other contexts. Originality. This scientific paper presents an innovative approach to measuring online service quality in the apparel industry. Furthermore, the understanding of underlying factors impacting customers purchase online from local or global brands makes it unique in its nature for the context applied. The use of fuzzy logic and triangular fuzzy sets has allowed the research to use linguistic measurements (which belong to the nature of how humans’ express feelings) and their conversion in fuzzy triangular sets allowing for deeper analysis in descriptive and predictive statistics without comprising the reliability of either of them.