Purpose

This study examines the impact of servitization in the form of repair and maintenance services on consumers' quality perceptions, purchase intentions and recommendation intentions while considering consumer frugality as a moderator in the retail ready-to-wear sector.

Design/methodology/approach

A quantitative approach based on consumer research was pursued. Study 1 tested the research model using a fictitious ready-to-wear brand within an experimental design. To increase the generalizability of results, Study 2 retested the model with a well-known ready-to-wear brand. For both studies, regression, mediation and moderation analyses were conducted in SPSS.

Findings

Both studies showed that servitization positively influences perceived quality. Servitization positively affects purchase intentions and recommendation intentions indirectly via the mediating role of perceived quality. Frugality moderates the relationship between servitization and perceived quality for the fictitious brand (Study 1), whereas it is not significant for a well-known ready-to-wear brand (Study 2). Servitization positively influences perceived quality regardless of consumers' frugality levels for a stronger brand.

Originality/value

This study suggests and tests an original conceptual model that relies on signaling theory. It is among the first studies to examine the impact of servitization on retail fashion consumers' quality perceptions and consequent purchase and recommendation intentions. This study also contributes to the literature by presenting empirical findings based on consumer research on servitization while considering frugality as a moderator.

Practical implications

Bundling products with additional services can contribute to quality perceptions and consequently to purchase and recommendation intentions for ready-to-wear brands.

中文翻译：

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服务化对成衣行业感知质量、购买意向和推荐意向的影响

目的

本研究探讨了维修和保养服务形式的服务化对消费者质量认知、购买意向和推荐意向的影响，同时考虑消费者节俭作为零售成衣领域的调节因素。

设计/方法论/途径

采取了基于消费者研究的定量方法。研究 1 在实验设计中使用虚构的成衣品牌测试了研究模型。为了提高结果的普适性，研究 2 使用一个知名成衣品牌重新测试了模型。这两项研究均在 SPSS 中进行回归、中介和调节分析。

发现

两项研究都表明，服务化对感知质量产生积极影响。服务化通过感知质量的中介作用间接对购买意向和推荐意向产生积极影响。节俭调节了虚构品牌的服务化与感知质量之间的关系（研究 1），而对于知名成衣品牌而言，这种关系并不显着（研究 2）。无论消费者对更强品牌的节俭程度如何，服务化都会对感知质量产生积极影响。

原创性/价值

这项研究提出并测试了一个依赖信号理论的原始概念模型。这是首批研究服务化对零售时尚消费者的质量感知以及随之而来的购买和推荐意图的影响的研究之一。这项研究还通过提出基于消费者服务化研究的实证结果，同时考虑节俭作为调节因素，对文献做出了贡献。

实际影响

将产品与附加服务捆绑在一起可以提高质量认知，从而提高成衣品牌的购买和推荐意向。