A Critical Analysis of Consumers' Perspectives of Chinese Fashion Retailers' In-store Customer Service Strategies

Abstract

This study critically explores the nuanced landscape of customer service experiences in Chinese fashion retail stores. With the increasing prevalence of multi-channel consumerism and the unique demands for personalised and diverse service experiences, this research aims to analyze the nature, role, and dimensions of consumer service within the context of China's rapidly evolving retail sector. Employing qualitative methods through six small focus groups divided based on market segmentation (Fast fashion and Luxury fashion), the study endeavours to develop a comprehensive understanding of in-store service strategies and their impact on consumer behaviour. The theoretical contributions of this research are threefold: firstly, it seeks to disentangle the overlapping concepts of customer, service, and customer service experiences, providing clearer definitions and distinctions. Secondly, it aims to offer a deeper understanding of customer service experience from the perspective of Chinese consumers, recognizing the cultural and market-specific nuances. Finally, the study intends to establish a conceptual framework for customer service experience, focusing on the different dimensions and their implications for customer behaviour, thereby contributing to both academic research and practical applications in retail strategy.

Date of Award	29 Jul 2025
Original language	English
Awarding Institution	The University of Manchester
Supervisor	Stephen Doyle (Main Supervisor) & Joanna Cartwright (Co Supervisor)