Abstract

Fast Fashion the production highly fashionable and affordable items under uncertain demand and short lead time, has become a global industrial trend in recent decade. With the increasing popularity, competition among fast fashion retailers has been focused on improving design, price and service quality in order to differentiate themselves from their competitors. Understanding and improving service quality, which has a direct interaction with customers, is crucial especially in cities with a blend of different cultures. This study draws attention on how cultural values are affecting customers’ service quality expectations in Hong Kong fast fashion retailing. This study considered 283 cultural-diversified respondents with previous shopping experience in Hong Kong fast fashion stores. With a service quality measurement tool specified for Hong Kong fast fashion retailing situation, this study confirmed the significance of cultural perspectives in shaping customers’ service quality.

Keywords

Cultural diversity, Global fashion industry, Intangibility, Heterogeneity, Perishability, Inseparability, Reliability, Retail service quality scale, Masculinity, Cross-cultural researches, Filtering question, Service quality expectation, Cultural dimensions, Fast fashion retail, Strongly disagree, Fashionable design