Fast fashion retail operations services: An empirical study from consumer perspectives

Wing Yan Li, Tsan Ming Choi, Pui Sze Chow

Research output: Chapter in book / Conference proceedingChapter in an edited book (as author)Academic researchpeer-review


We examine in this empirical study how fast fashion service influences consumer shopping behaviors. Following the literature, we first develop hypotheses and conduct a consumer survey. With the collected data, we perform statistical analysis and reveal how the quick response service, pricing and design strategies of fast fashion retailers affect the involvement, as well as other purchasing attitudes and behaviors of the consumers. Our analysis reveals that: A higher consumer satisfaction level on the fast fashion strategies leads to a higher degree of customer involvement, which also has a positive impact on the customer attitudes towards the fast fashion retailers. Practical implications from this study are discussed.

Original languageEnglish
Title of host publicationService Supply Chain Systems
Subtitle of host publicationA Systems Engineering Approach
PublisherCRC Press
Number of pages13
ISBN (Electronic)9781315682143
ISBN (Print)9781138028296
Publication statusPublished - 14 Apr 2016


  • Fashion retail operations
  • Fashion retailing
  • Fast fashion
  • Service management
  • Service marketing

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Engineering(all)


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