The Moderating Effect of Store Type on Consumer Satisfaction and Quick Response Technology-based Disconfirmation

The purpose of the research is to investigate the moderating effect of store type on disconfirmation (DC) about Quick Response Technology (QRT)-based store attributes and consumer satisfaction (CS) with an apparel retail store. A convenience sample of 200 female consumers was used for this descriptive research design. Descriptive statistics and ANC OVA were used to examine the relationship among DC of QRT-based attributes, store type, and CS. The store type was a significant moderator between consumer satisfaction and QRT-based DC with an apparel retail store. Consumer satisfaction with specialty chain and small individual stores was less influenced by QRT-based attributes than consumer satisfaction with department and discount stores. This study provides valuable information to apparel retailers as they evaluate the implementation of QRT to improve CS concerning their store type.