Fast Fashion Emerging-Market Approach-Consumer Consciousness of Services through the Paradoxical Lens of Empowerment.

Naimah Khan; Shazia  Faiz

doi:10.62270/jirms.v6i3.127

Authors

Naimah Khan PhD Scholar, Capital University of Science and Technology (CUST), Islamabad . and Senior Lecturer, Bahria Business School, Bahria University, Islamabad. https://orcid.org/0000-0003-2203-8483
Shazia Faiz Associate Professor, Capital University of Science and Technology, Islamabad, Pakistan https://orcid.org/0000-0001-7005-0503

DOI:

https://doi.org/10.62270/jirms.v6i3.127

Keywords:

Fast fashion marketing, Customer Empowerment, SOR Model, Customer Consciousness of Service Experiences, Service Dominant Logic, Digital transformation in retail, Word of mouth

Abstract

Purpose—This research aims to investigate the relationship between customer consciousness, customer empowerment, utilitarian value, and word-of-mouth behavior in the fast fashion omnichannel industry in Pakistan.

Study Design/methodology/approach—The study has employed Service-Dominant Logic (SDL) and the Stimulus-Organism-Response (S-O-R) paradigm to validate and explain the relationships. The study has employed a time-lagged survey method and collected data from 392 customers using omnichannel. The research has used SmartPLS version 4.1.1.1 for the study.

Findings— Empirical research has shown that Customer consciousness is a key predictor of utilitarian value and word-of-mouth. Utilitarian value mediates this relationship. The results have also shown insignificant moderation due to differences in the circumstances of emerging markets and customer mindsets, indicating that empowerment is situation-specific and does not necessarily amplify its effects in all situations.

Practical Implications— The results indicate that the retailers must create consistent and empowering service journeys that create explanatory agency. Perceptions of risk, digital fluency, as well as service transparency need to respond to personalization and empowerment strategies in new markets.

Originality/value—The current study addresses the knowledge gap by introducing the concept of empowerment within the SOR Model and its correlation with SDL. It positions the efficacy of a conscious consumer and empirically tests within the framework of fragmented omnichannel retail in Pakistan, providing new insights into consumer agency and value fulfillment.

Limitations/Future research—The limitations have led to the future suggestions that further research be conducted to encompass a multi-group comparison of income and digital literacy groups, as well as longitudinal and ethnographic studies to develop more insightful information on how empowerment is applied in different consumer contexts. Other structural factors should also be investigated.