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<p>The purpose of this study is to examine the meaning and implications of consumers’ cultural values in shaping performance-based service quality expectations in fashion apparel retail in a developing country context. Using PAKSERV to assess performance-based service quality expectations and the Schwartz Cultural Values Scale (2012) to assess cultural values, this study develops and tests the influence of both service quality expectations and cultural values on customer satisfaction. Convenience sampling data collected from 142 young respondents aged 18–24, analyzed using PLS-structural equation modeling, confirm the significant roles of the factors “Tangibility, Reliability, Assurance, Sincerity, Personalization, and Formality” in shaping consumers’ service expectations in fashion apparel retail. Also, factors “Openness to change, Conservation, Self-enhancement, and Self-transcendence” formulate consumers’ cultural values. PLS-predict Analysis validates the model’s predictive power, confirming the independent, significant roles of service expectations and cultural values in customer satisfaction and, in turn, customer loyalty. However, the moderating role of cultural values on service quality expectations and customer satisfaction is found to be insignificant, and can be due to the fact that a high-power distance economy like India has lower service quality expectations from its service providers. cIPMA results align with the requirements of a developing country, with customers seeking Formality, Tangibility, and Personalization in quality, along with cultural values of Openness to change and Conservation, resulting in satisfaction and brand loyalty.</p>

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Direct and predictive effects of PAKSERV dimensions and Schwartz cultural values on Gen Z satisfaction and loyalty in fashion retail

  • 期刊论文

  • 出版模式：

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  • 发表日期：

    2026年5月2日

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  • neetu singh

摘要

The purpose of this study is to examine the meaning and implications of consumers’ cultural values in shaping performance-based service quality expectations in fashion apparel retail in a developing country context. Using PAKSERV to assess performance-based service quality expectations and the Schwartz Cultural Values Scale (2012) to assess cultural values, this study develops and tests the influence of both service quality expectations and cultural values on customer satisfaction. Convenience sampling data collected from 142 young respondents aged 18–24, analyzed using PLS-structural equation modeling, confirm the significant roles of the factors “Tangibility, Reliability, Assurance, Sincerity, Personalization, and Formality” in shaping consumers’ service expectations in fashion apparel retail. Also, factors “Openness to change, Conservation, Self-enhancement, and Self-transcendence” formulate consumers’ cultural values. PLS-predict Analysis validates the model’s predictive power, confirming the independent, significant roles of service expectations and cultural values in customer satisfaction and, in turn, customer loyalty. However, the moderating role of cultural values on service quality expectations and customer satisfaction is found to be insignificant, and can be due to the fact that a high-power distance economy like India has lower service quality expectations from its service providers. cIPMA results align with the requirements of a developing country, with customers seeking Formality, Tangibility, and Personalization in quality, along with cultural values of Openness to change and Conservation, resulting in satisfaction and brand loyalty.