Buyer–seller interactions and customer satisfaction – the moderating role of COVID-19 protocols: a study of small apparel fashion enterprises in the regional shopping malls in Ghana

Solomon Tawiah Yeboah, Yasmeen Haider, G. Amoako
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Abstract

PurposeThe study explored the relationship between buyer–seller interactions and customer satisfaction in the small apparel fashion enterprises in the emerging markets. The moderating role of COVID-19 protocols implementations on buyer–seller interactions and customer satisfaction was further examined.Design/methodology/approachBuyer–seller interactions affecting customer satisfaction were divided into three constructs, namely, interactions relating to the overall customers shopping experience, smooth payment process and in-store interactions, and the COVID-19 protocols implementations were used as a moderator. A convenient sampling strategy was adopted to survey 450 customers of apparel fashion enterprises within the four regions in Ghana, of which 397 were validly used for the analysis. Existing questionnaires were adapted to collect data from the respondents. The data collected was therefore analysed using SPSS and SmartPLS programme to ascertain the nature of the relationships among the variables.FindingsThe study found that, in-store interactions, shopping experience and smooth payment processes directly influence customer satisfaction. However, the implementation of COVID-19 protocols failed to moderate the relationship between buyer–seller interactions and customer satisfaction.Research limitations/implicationsThe limitations of the study involve its context-specific, focusing on the small apparel and fashion market. Also, future researchers can re-examine the model in other geographical jurisdictions, focusing on small apparel owners’ competencies and other variables that position buyer–seller interactions as precursors of customer satisfaction in the small apparel fashion industry. The theoretical and managerial relevance of the findings are also discussed.Originality/valueThe paper extends the domain of buyer–seller interactions and customer satisfaction phenomena within the apparel fashion industry. Its examination of the impact of COVID-19 protocols’ implementation on customer satisfaction provides an insight into managers regarding how the applications can affect customers in a typical shopping environment.
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买卖双方互动和客户满意度——新冠肺炎协议的调节作用:对加纳地区购物中心小型服装时尚企业的研究
目的本研究探讨了新兴市场小型服装时尚企业的买方-卖方互动与客户满意度之间的关系。进一步研究了新冠肺炎协议实施对买卖双方互动和客户满意度的调节作用。设计/方法论/方法影响客户满意度的买卖双方互动被分为三个结构,即与整体客户购物体验相关的互动、顺畅的支付流程和店内互动,新冠肺炎协议的实施被用作调节因素。采用方便抽样策略对加纳四个地区的450家服装时尚企业客户进行了调查,其中397家客户被有效用于分析。对现有问卷进行了调整,以收集受访者的数据。因此,使用SPSS和SmartPLS程序对收集的数据进行分析,以确定变量之间关系的性质。研究发现,店内互动、购物体验和顺畅的支付流程直接影响客户满意度。然而,新冠肺炎协议的实施未能缓和买卖双方互动与客户满意度之间的关系。研究局限性/含义该研究的局限性涉及特定的背景,重点关注小型服装和时尚市场。此外,未来的研究人员可以在其他地理管辖区重新审视该模型,重点关注小型服装所有者的能力和其他变量,这些变量将买卖双方的互动定位为小型服装时尚行业客户满意度的前兆。还讨论了研究结果的理论和管理相关性。独创性/价值本文扩展了服装时尚行业中买卖双方互动和客户满意度现象的领域。它对新冠肺炎协议实施对客户满意度的影响进行了研究,从而深入了解了管理者在典型购物环境中应用程序如何影响客户。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
3.20
自引率
7.70%
发文量
41
期刊介绍: African Journal of Economic and Management Studies (AJEMS) advances both theoretical and empirical research, informs policies and practices, and improves understanding of how economic and business decisions shape the lives of Africans. AJEMS is a multidisciplinary journal and welcomes papers from all the major disciplines in economics, business and management studies.
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