Title page for ETD etd-03312010-152144

Document Type Master's Dissertation
Author Rawat, Junaid Ahmed
URN etd-03312010-152144
Document Title The antecedent factors and business outcomes of customer delight in fashion retail
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • consumer behaviour
Date 2007-04-08
Availability unrestricted

In the highly competitive and dynamic world of fashion retailing, developing and retaining loyal customers is a requirement for survival, let alone success. Marketing practitioners have found that to keep customers loyal, a firm must go beyond merely satisfying to truly delighting them (Schlossberg, 1990; Arnold, Reynolds, Ponder and Lueg, 2005). However, only Arnold et al. (2005) explored the concept of customer delight in a generic (multi-format) retail environment. To the authorís knowledge, there has not been any similar research conducted in the South African retail environment and none specific to fashion apparel retailers. Therefore, the purpose of this study was to examine customer delight in the context of fashion retailing. Specifically, qualitative research was conducted to determine the antecedents and outcomes of delightful shopping experiences for these customers.

Critical incident analysis of 33 depth interviews with shoppers revealed several factors associated with delightful shopping experiences and the resultant business outcomes. Together with presenting a model that fashion retailers can use to stage delightful shopping experiences, a number of strategic implications are discussed, and limitations and directions for future research are also addressed.

© 2006 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Rawat, JA 2006, The antecedent factors and business outcomes of customer delight in fashion retail, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03312010-152144/ >


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