Comparing Factors Influencing Fashion Shopping Service Satisfaction of Plus-size and Regular-size Women

Abstract

Abstract This study analyzes the mechanism that explains how various service quality factors are related to consu-mer satisfaction when plus-size and regular-size women are engaged in fashion shopping. We constructedand tested service quality- perceived value-satisfaction model with size as a control variable. We definedplus-size women as those with a BMI over 25 and regular-size women below 25. Data were collected duringApril and May, 2012 and responses from 189 plus-size women and 246 regular-size women were used in thefinal analysis. The results are as follows. First, among service quality factors, attention was significantly re-lated to perceived service value for both plus-size women and regular-size women. However, store facilitieswere significantly related to perceived service value for only plus-size women and kindness was signifi-cantly related to perceived service value only in the case of regular-size women. Second, perceived servicevalue was significantly related to product satisfaction and service satisfaction for plus-size women and regu-lar-size women. However a moderating effect was found between the groups where the influences of perceivedservice value on product satisfaction and service satisfaction in the case of plus-size women were greaterthan regular-size women. Third, in the case of regular-size women, service satisfaction was positively affectedby product satisfaction. However, the relationship between them was not found in the case of plus-size women.Key words: Plus-size women, Service quality, Perceived service value, Product satisfaction, Service sa-tisfaction; 플러스사이즈 여성, 서비스 품질, 서비스 가치지각, 제품만족, 서비스 만족