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EMAC 2021 Annual Conference

Exploring service quality perception in omnichannel retailing in the case of German fashion industry

Published: May 25, 2021


Elena Patten, Macromedia University of Applied Sciences; Wilson Ozuem, University of Cumbria


In omnichannel retailing, a combination of different retail channels along the various customer touchpoints has become the predominant purchasing pattern for customers. In order to address changing consumer behaviour, omnichannel fashion retailing companies must continue to learn how to provide excellent service to such customers. This paper approaches the topic of omnichannel service quality by utilising a constructivist epistemology and an embedded case study research strategy. The paper seeks information-rich cases and therefore views service quality through the eyes of experienced German omnichannel customers. The sample size for this research consisted of 34 in-depth interviews and two focus groups including ten focus group participants. As such, a process of methodological triangulation was followed. This paper identifies 6 key drivers of perceived omnichannel service quality. Furthermore, it presents an omnichannel customer typology of four different types of fashion customers.