The relationship between negative emotions and consumer complaint intention following clothing retailers’ in-store service failures

Abstract

Consumers are becoming more demanding about the quality of service delivery (Kaur & Sharma, 2015) and therefore delivering exceptional service has become vital for retailers to stay competitive (Chan, Ha, Lee, Yung & Ling, 2016). Since the emergence of democracy in South Africa in 1994, the South African clothing retail industry has been flooded with international retailers (PWC, 2016). Consequently, consumers have a much wider variety of products and stores to choose from. However, the substantial number of local and international retailers in the South African retail landscape has led to an increase in competition; making it more important for clothing retailers to differentiate themselves from other retailers, improve service delivery, and ensure that they achieve customer satisfaction (Euromonitor, 2017; PWC, 2012). Wilson (2019), states that with increased competition, retailers need to be proactive and be quick to respond to the newest trends, consumer needs, and technology in this fast-paced, evolving industry (Wilson, 2019). Providing quality customer service should be seen as an essential tool for retailers in maintaining customer satisfaction and building long-lasting relationships (Kaur & Sharma, 2015).