Service Experience and Customer Satisfaction in Offline and Online Services: A Study on Traditional Apparel Retail in Odisha

Abstract

This study reconnoitres the possibilities of any relationship shift in customer service and customer satisfaction within a new space of the young generations’ involvement in buying traditional apparel in Odisha. This study addresses the possible inputs for discrepancies while purchasing the traditional dress. It involves the marketing mix elements as the inputs to assess the consumer service and further consumer satisfaction as the outputs. Structural Equation Modelling has been applied to determine consumers’ responses to service experience and customer satisfaction within the theoretical inclusion of traditional apparel in Odisha. The study found that service experience does not drive the customers’ satisfaction, and the marketing mix elements do not equally affect the service experience. The findings of this study are relevant for future research on a hybrid buying situation where the traditional products are marketed within young generations’ expectations and aspirations. The study will guide marketers to revisit the roles of the marketing mix in dealing with overall consumer experience and satisfaction.