Wahrgenommene Qualität im Kontext von modischen Aspekten, Preisleistung und Service als Determinante des Kundenurteils im Textilversandhandel: Empirische Befunde zur Entwicklung eines integrativen Skalensystems
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vor 16 Jahren
Based on the influential works on quality by Garvin (1984) we
postulate, additional to perceived quality, the existence of
aesthetical as well as serviceability aspects which are both to be
considered as independent determinants of customers' overall
judgement on a supplier. Additionally, due to its consistent
connection to quality ratings (cf. Rao & Monroe, 1989), price
has to be taken into account. Mail-order fashion retail was chosen
as an area of study on account of the importance of aesthetic
quality in its products(Abraham-Murali & Littrell, 1995) and
because serviceability is considered an essential determinant of
its success (Klassen & Glynn, 1992). Based on previous work,
short scales for the measurement of the relevant constructs are
derived and tested on a sample of customers using mail-order
services (N = 1901). For price-performance ratio, one single item
is used. The reliabilities of the scales measuring perceived
quality (Alpha = .83), aesthetics (sportiness: Alpha = .67,
elegance: Alpha = .58), serviceability (Alpha = .81) and the
overall rating of the supplier (Alpha = .77) are promising but some
are still in need of improvement. Altogether, these predictors
explain 47% of the variance of customers' total judgement in a
multiple regression. All of our predictors reach significance (p
< .005): Perceived quality (Beta = .46), sportiness (Beta =
.12), elegance (Beta = .08), serviceability (Beta = .14) and
price-performance ratio (Beta = 16). There are no problematic
collinearities. Differential regression weights for perceived
quality and sportiness for people under and above 50 years indicate
the scales' content validity. In conclusion, the results suggest an
overall successful operationalization and substantiate the
important and independent contribution of several quality
subdimensions explaining customers' total judgement on a supplier.
postulate, additional to perceived quality, the existence of
aesthetical as well as serviceability aspects which are both to be
considered as independent determinants of customers' overall
judgement on a supplier. Additionally, due to its consistent
connection to quality ratings (cf. Rao & Monroe, 1989), price
has to be taken into account. Mail-order fashion retail was chosen
as an area of study on account of the importance of aesthetic
quality in its products(Abraham-Murali & Littrell, 1995) and
because serviceability is considered an essential determinant of
its success (Klassen & Glynn, 1992). Based on previous work,
short scales for the measurement of the relevant constructs are
derived and tested on a sample of customers using mail-order
services (N = 1901). For price-performance ratio, one single item
is used. The reliabilities of the scales measuring perceived
quality (Alpha = .83), aesthetics (sportiness: Alpha = .67,
elegance: Alpha = .58), serviceability (Alpha = .81) and the
overall rating of the supplier (Alpha = .77) are promising but some
are still in need of improvement. Altogether, these predictors
explain 47% of the variance of customers' total judgement in a
multiple regression. All of our predictors reach significance (p
< .005): Perceived quality (Beta = .46), sportiness (Beta =
.12), elegance (Beta = .08), serviceability (Beta = .14) and
price-performance ratio (Beta = 16). There are no problematic
collinearities. Differential regression weights for perceived
quality and sportiness for people under and above 50 years indicate
the scales' content validity. In conclusion, the results suggest an
overall successful operationalization and substantiate the
important and independent contribution of several quality
subdimensions explaining customers' total judgement on a supplier.
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