Consumer satisfaction with shopping experiences and clothing products in the children's wear market

Abstract

This study, utilizing a model of the satisfaction process in retail settings, analysed the relationship between problem disconfirmation and satisfaction with (i) shopping for children's clothing and (ii) the quality of children's clothing. In addition, the effect of shopping satisfaction on product satisfaction was also examined. The sample comprised 957 children's wear consumers from one mid‐western state. Factor analysis and ordinary least‐squares regression were the statistical techniques used to analyse the data. The results indicate that sizing and fit problems are significantly related to satisfaction with the shopping experience. Product attributes related to the lasting ability of a garment, as well as those specific to infants' wear, were significantly related to satisfaction with product quality. Satisfaction with the shopping experience was also found to affect product satisfaction. These results have tangible implications for apparel marketers.