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Konsumenters attityd till reklamationsalternativ: samspel mellan känslor, uppfattningar och agerade i fast fashion-branschen
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
University of Borås, Faculty of Textiles, Engineering and Business.
2017 (Swedish)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesisAlternative title
Consumers attitude towards complaint approaches : The interaction between emotions, cognition and actions in the fast fashion industry (English)
Abstract [en]

Complaints, due to broken products, are today mostly handled in two ways in the fast fashion industry. These two ways are replacement of goods or a refund. This paper investigates whether repair of the product would be an acceptable option for the consumer. This is investigated by analyzing consumer attitudes to garment repair instead of traditional complaint alternatives. Repair of the product includes repair in store, the consumers repairing the garment themselves for a compensation or the company offering a sewing kit to the consumer to repair the garment themself. Solomon, Bamossy, Askegaard and Hoggs (2013) ABC-model is applied to analyze consumer attitudes. The purpose is to investigate female consumers attitudes towards complaint alternatives in physical stores, as well as their attitudes to less occured options in the fast fashion industry.

The empirical data consists of focus groups. In order to achieve the purpose of this paper, the empirical data has been analyzed with previous research and the theoretical model. The theory and the previous research addresses areas such as complaint, sustainability, behavior and attitudes. The study's conclusion is that shop repair is an option if the repair is done without waiting and a warranty of the garment is given. That the consumers themself should repair the garment for a compensation is only an option if the consumer has the knowledge and competence to repair. However, there is skepticism to this option because consumers perceive it as the company's responsibility to remedy. The alternative offering a sewing kit is not an acceptable option for the consumers. It will be a process to apply new complaint alternatives because the customer needs time to accept these alternatives. The consumer's responsibility lies in the choice making. In order for consumers to make alternative choices in complaint situations companies should offer the alternatives as well as encourage and inspire consumers to make the right choice for the environment.

Abstract [sv]

I dagsläget hanteras reklamationer främst på två sätt i fast fashion-branschen, byte av vara eller återbetalning. Uppsatsen undersöker därför om lagning av produkten skulle vara ett acceptabelt alternativ för fast fashion-konsumenten. Detta undersöks genom att analysera konsumenters attityd till lagning av plagg istället för de traditionella reklamationsalternativen. Lagning av plagg innefattar lagning i butik, konsumenten får laga plagget själva mot ersättning eller erbjudande om sömnadskit för att laga varan själva. För att analysera konsumenters attityder tillämpas Solomon et als. (2013) ABC-modell. Uppsatsens syfte är att undersöka kvinnliga konsumenters attityder till reklamationer i fysisk butik, samt deras attityder till mindre förekommande reklamtionsalternativ inom fast fashion-branschen.

Empirin består av resultatet från fokusgrupper. För att uppnå uppsatsens syfte har empirin analyserats med tidigare forskning och teori. Teorin och den tidigare forskningen behandlar områden som reklamation, hållbarhet, beteende och attityder. Studiens slutsatser är att lagning i butik är ett alternativ om reparationen sker utan väntetid och en garanti på plagget utlovas. Att konsumenten själv ska laga plagget mot en ersättning är endast ett alternativ om konsumenten innehar kunskap och kompetens att laga felet. Det finns dock en skepticism mot detta alternativ då konsumenterna uppfattar det som företagets ansvar att åtgärda felet. Alternativet erbjudande av sömnadskit är inget acceptabelt alternativ för konsumeterna. Det kommer att vara en process att tillämpa andra alternativ vid reklamation då konsumenten behöver tid att acceptera de mer hållbara alternativen. För att konsumenterna ska kunna göra alternativa val vid reklamation bör företagen erbjuda detta samt uppmana och inspirera konsumenterna att göra de hållbarhetsmässigt rätta valen.

Place, publisher, year, edition, pages
2017.
Series
Textilt Management, 2017.13.15
Keyword [en]
complaint, attitude, complaint, store repairing, ABC-model, fast fashion, sustainability
Keyword [sv]
reklamation, attityd, reklamationsalternativ, lagning av plagg i butik, ABC-modellen, fast fashion-branschen, fast fashion, hållbarhet
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hb:diva-12585OAI: oai:DiVA.org:hb-12585DiVA: diva2:1142150
Subject / course
Textile management
Available from: 2017-10-05 Created: 2017-09-18 Last updated: 2017-10-05Bibliographically approved

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2017.13.15(717 kB)83 downloads
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