The Regional Apparel Mart As a Service Industry: Measurements of Buyer Perceptions

Abstract

The purpose of this study was to explore the concept of the regional apparel mart as a producer service using a service organization theory. To meet the needs of its potential clients, a service organization must recognize three stages in its clients' opinions of the abilities of the organization to satisfy their needs. Interest, the first stage, was determined from perceptions of retail buyers using the mart and its services. Four hundred ninety-nine apparel buyers responded to a mailed questionnaire. Four areas of buyer interest in the mart and its services— convenience, travel, comfort, and location— were revealed through factor analysis. Analysis of variance showed that factor scores for the four buyer interest factors differed significantly by buyer characteristics of market sources utilized, years of buying experience, sex, age, workload, and distance traveled to attend market. The regional apparel mart can be described as a producer service organization using a service organization theory. Results from this study add specificity to the interest stage of the service organization theory for a particular type of producer service organization—the regional apparel mart. Further application of the theory to mart operations is suggested.