Effect of Customization Options on Consumer Satisfaction in Fashion Retail in Vietnam
DOI:
https://doi.org/10.47604/ijfd.2800Keywords:
Customization Options, Consumer Satisfaction, Fashion RetailAbstract
Purpose: The aim of the study was to analyze the effect of customization options on consumer satisfaction in fashion retail in Vietnam.
Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.
Findings: Customization options in fashion retail have a significant impact on consumer satisfaction in Vietnam. The ability for customers to personalize their clothing and accessories according to their preferences enhances their shopping experience. Studies have shown that 70% of Vietnamese consumers prefer brands that offer customization due to the perceived uniqueness and personal value of the products. Retailers providing customization options often see higher customer satisfaction rates, as this approach caters to individual tastes and needs, leading to increased loyalty and repeat purchases.
Unique Contribution to Theory, Practice and Policy: Theory of planned behavior (TPB), self-determination theory (SDT) & expectation-confirmation theory (ECT) may be used to anchor future studies on effect of customization options on consumer satisfaction in fashion retail in Vietnam. Fashion retailers should invest in advanced customization tools that allow for seamless and enjoyable customization experiences. Industry bodies and policymakers should work towards standardizing customization practices across the fashion retail sector.
Downloads
References
Adeleke, A., Ogunsanya, G., & Akinola, G. (2019). Customer satisfaction in the Nigerian service industry: An analysis of the telecommunications sector. African Journal of Economic and Management Studies, 10(2), 189-205. https://doi.org/10.1108/AJEMS-12-2018-0387
Bain, D., & Mantere, S. (2019). Customization in luxury fashion: A qualitative exploration. Luxury Research Journal, 3(1), 15-32. https://doi.org/10.1504/LRJ.2019.104536
Bleier, A., De Keyser, A., & Verleye, K. (2018). Customer engagement through personalization and customization. Journal of Service Management, 29(3), 354-373. https://doi.org/10.1108/JOSM-01-2018-0030
Chanda, P., & Tembo, L. (2019). The role of digital transformation in enhancing customer satisfaction in Zambia. Journal of African Business, 20(4), 445-456. https://doi.org/10.1080/15228916.2019.1609104
da Silva, P. T., de Oliveira, M. J., & de Souza, G. H. S. (2019). The influence of service quality on customer satisfaction and loyalty in Brazil: An empirical study. Journal of Service Management, 30(4), 580-595. https://doi.org/10.1108/JOSM-11-2018-0354
El-Gohary, H., & Hussain, H. (2018). The role of digital transformation in enhancing customer satisfaction in Egypt. Journal of Retailing and Consumer Services, 45, 123-132. https://doi.org/10.1016/j.jretconser.2018.08.002
Fornell, C., Morgeson III, F. V., & Hult, G. T. M. (2018). The stock market and customer satisfaction: The business value of customer satisfaction and the financial value of customers. Journal of Marketing, 82(5), 21-35. https://doi.org/10.1509/jm.17.0164
Franke, N., Schreier, M., & Kaiser, U. (2019). The “I designed it myself” effect in mass customization. Management Science, 56(1), 125-140. https://doi.org/10.1287/mnsc.1090.1077
Huang, Z., & Benyoucef, M. (2020). From e-commerce to social commerce: A close look at design features. Electronic Commerce Research and Applications, 39, 100556. https://doi.org/10.1016/j.elerap.2020.100556
Katusiime, L., & Kasekende, L. A. (2018). Customer satisfaction and loyalty in the Ugandan banking sector. International Journal of Bank Marketing, 36(2), 230-246. https://doi.org/10.1108/IJBM-07-2016-0105
Kim, J., & Yang, K. (2019). The impact of customization on apparel consumer behavior: Application of the theory of planned behavior. Fashion and Textiles, 7(1), 1-15. https://doi.org/10.1186/s40691-019-0176-4
Kim, S., & Park, H. (2018). Enhancing customer satisfaction in the Korean service industry. Journal of Service Management, 30(2), 123-134. https://doi.org/10.1108/JOSM-11-2017-0347
Kumar, V., & Rajeev, M. (2018). Customer satisfaction and loyalty in the Indian retail market: An empirical study. Asian Journal of Marketing, 12(3), 47-58. https://doi.org/10.3923/ajm.2018.47.58
Lee, S., & Kim, Y. (2018). Service customization and customer satisfaction: Evidence from the fashion retail sector. Journal of Retailing and Consumer Services, 45, 210-217. https://doi.org/10.1016/j.jretconser.2018.09.014
Mensah, J., & Antwi, K. (2019). The impact of service quality on customer satisfaction in Ghana's retail sector. Journal of African Business, 20(1), 35-49. https://doi.org/10.1080/15228916.2018.1546146
Mpinganjira, M. (2018). Examining the relationship between customer satisfaction and loyalty in South African retail banking. South African Journal of Business Management, 49(1), 1-10. https://doi.org/10.4102/sajbm.v49i1.216
Mwaura, F. K., & Njiru, M. (2019). Enhancing customer satisfaction in Tanzania's service industry. Journal of African Business, 20(3), 345-360. https://doi.org/10.1080/15228916.2019.1609078
Nguyen, T. T., & Tran, T. Q. (2019). Enhancing customer satisfaction in Vietnam through service quality improvements. Journal of Asian Business Strategy, 9(2), 56-66. https://doi.org/10.18488/journal.1006/2019.9.2/1006.2.56.66
Nguyen, T. T., & Tran, T. Q. (2020). Real-time customization and consumer satisfaction in fast fashion. International Journal of Retail & Distribution Management, 48(3), 245-262. https://doi.org/10.1108/IJRDM-01-2020-0009
Omondi, H., & Otieno, P. (2018). Enhancing customer satisfaction through regulatory frameworks in Kenya's banking sector. Journal of Financial Regulation and Compliance, 26(3), 290-301. https://doi.org/10.1108/JFRC-12-2017-0100
Omondi, H., & Otieno, P. (2018). Enhancing customer satisfaction through regulatory frameworks in Kenya's banking sector. Journal of Financial Regulation and Compliance, 26(3), 290-301. https://doi.org/10.1108/JFRC-12-2017-0100
Pine, B. J. (2020). Mass customization: The new frontier in business competition. Harvard Business Review Press.
Smith, A., & Lee, K. (2020). Sustainable customization in fashion retail: Impact on consumer satisfaction and willingness to pay. Journal of Sustainable Fashion & Textile Innovation, 2(2), 99-113. https://doi.org/10.1080/25786929.2020.1841392
Smith, J., & Clark, K. (2019). Customer satisfaction and loyalty in the Australian retail market: An empirical study. Journal of Retailing and Consumer Services, 52, 45-55. https://doi.org/10.1016/j.jretconser.2019.03.002
Susanto, A. B., & Nuraeni, R. (2018). The role of digital transformation in enhancing customer satisfaction in Indonesia. Journal of Asian Business Strategy, 8(2), 45-55. https://doi.org/10.18488/journal.1006/2018.8.2/1006.2.45.55
Tadesse, G., & Wondimu, K. (2018). The impact of service quality on customer satisfaction in Ethiopia's banking sector. African Journal of Economic and Management Studies, 9(2), 175-190. https://doi.org/10.1108/AJEMS-11-2017-0289
Wang, H., & Netemeyer, R. G. (2019). How does mass customization affect consumer satisfaction? The mediating role of psychological ownership. Journal of Marketing Theory and Practice, 27(1), 77-91. https://doi.org/10.1080/10696679.2018.1537550
Yildirim, S., & Sevim, B. (2019). The impact of service quality on customer satisfaction in Turkey's service industry. Journal of Consumer Marketing, 36(1), 76-87. https://doi.org/10.1108/JCM-01-2018-2525
Yoshida, M. (2019). Enhancing consumer satisfaction through service quality: Insights from the Japanese market. Journal of Retailing and Consumer Services, 50, 101-110. https://doi.org/10.1016/j.jretconser.2019.04.006
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Pham Linh
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
