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How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory

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  • Kullak, Franziska S.
  • Baier, Daniel
  • Woratschek, Herbert

Abstract

Understanding customer needs is key for fashion retailers to stay competitive and innovative. Surprisingly, however, extant literature mainly explores customer needs in terms of a garment and its attributes rather than viewing shopping as a problem-solving process to meet customer needs. Moreover, these studies fail to address how customers meet their needs in-store (ISFR) and online fashion retailing (OFR). To fill this research gap, we empirically investigate customers' personal and social needs and how they can be met through the jobs-to-be-done theory. Findings reveal that, beyond the purchase of a garment, customer needs can be fulfilled through different ways, such as smart technology or a person's high interaction with social others in ISFR and the online shop experience or a social linkage without social interaction in OFR. Additionally, our findings offer potential service innovations for fashion retailing managers.

Suggested Citation

  • Kullak, Franziska S. & Baier, Daniel & Woratschek, Herbert, 2023. "How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003149
    DOI: 10.1016/j.jretconser.2022.103221
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