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Title: Competitive advantage of an in-store cafe within a fashion retail store
Authors: La, C
Chan, LK
Chang, J 
Keywords: Competitive advantage
In-Store café
Fashion retail store
Issue Date: 2002
Source: IFFTI International Conference 2002 : Fashion and Textiles : the New Frontiers : Design, Technology and Business : 7-9 November 2002, Hong Kong, p. 1017-1035 How to cite?
Abstract: The concept of 'Cafeteria' combined with 'boutique' has been here in Hong Kong for quite some time. But, not much study has been done on this area. Thus, this study intends to examine the competitive advantage of having an in-store café within a fashion retail store in Hong Kong; to understand the characteristics of an in-store café in Hong Kong; and to investigate consumers' perception towards in-store café. One hundred sets of questionnaire were administered to consumers in Hong Kong and in-depth interviews were conducted with fashion retailers. Two hypotheses were set in this research study: H1: In-store café will provide positive impact on retailers' store image. H2: In-store café is considered to be a value-added service. Reason for the fashion retailers to provide in-store café to shoppers was to provide quality service and thus the establishment of in-store café enhanced their competitive advantage. A company's mission, image and positioning determined the characteristics of in-store café. Overall results supported hypotheses in this study. A mean score of 5.05 was obtained for the consumers' perception on the store image. Another means score of 4.85 was recorded for the consumers' perception on value-added service. In addition, the three most important store choice criteria included salepersons' serving attitude, quality products and variety of choice.
ISBN: 9623673515, 9789623673518
Appears in Collections:Conference Paper

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