The effects on service value and customer retention by integrating after sale service into the traditional marketing mix model of clothing store brands in China

The literature on clothing store brands showed the inadequacy of the conventional marketing mix strategy. Because of this scarcity, recent scholars have suggested evaluating the service marketing mix (SMM) for “clothing store brands” by adding an additional important element, namely after-sales service. This research therefore investigated and incorporated the one new dimension of the service marketing mix instead of following the conventional 7...