Retail service quality as a determinant of brand experience and consumer loyalty: a study applied to fashion retail
Fashion retail is a highly competitive industry, where product differentiation is not always perceived by the consumer, not translating into an advantage over the competition. Retail service quality can be taken as a complementary source of differentiation by contributing to an improved consumer brand experience and, consequently, to greater loyalty. This study proposes a research model that analyses the effect of retail service quality, considered from a multidimensional perspective (physical appearance, reliability, personal interaction, problem solving and politics) on consumer's brand experience, also seen from a multidimensional perspective (sensory, affective, behavioural and intellectual). In addition, it analyses the impact that retail service quality and brand experience have on consumer loyalty. In order to validate the model, an empirical study was conducted with a sample of 217 customers of a fashion retail store. The data collected were subjected to statistical treatment using the partial least squares methodology, and the results confirmed the significant influence of retail service quality on brand experience and consumer loyalty. From this study it is possible to draw relevant implications for the academic world, as well as for the management of retail organizations, which must focus on improving service quality in order to provide a better shopping experience for their customers and, consequently, increase their loyalty.