Enablers of post-COVID-19 customer demand resilience: Evidence from fast-fashion MSMEs
Journal article
Authors | Fares, N., Llorete, J., Kumar, V., Frederico, G.F., Kumar, A. and Garza-Reyes, J. |
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Abstract | This study aims to analyse the resilience of customer demand management in post-coronavirus disease (COVID) 2019, using fast fashion as an example. The paper provides insights for potential applications to micro, small, and medium enterprises (MSMEs). Based on the qualitative analysis and an integrated PDCA-DEMATEL-fuzzy technique for order of preference by similarity to the ideal solution (TOPSIS) methodology of fuzzy multi-criteria decision-making, we explored and prioritised the enablers of resilience management for fast-fashion MSMEs. The results reveal that the highest priority enabler is maintaining customer loyalty. Other enablers are associated with e-commerce endorsement, a customer-focused assortment of items, and flexible store operations. The study findings will enable fast-fashion MSMEs to develop effective actions and priorities in operations efforts to promote post-pandemic recovery. Despite the importance of the resilience project and the changing fast-fashion customer patterns, only a handful of studies have explored how resilience can be managed in this field. Thus, the findings can contribute to closing this gap in the context of operations resilience research as well as MSME operations. |
Keywords | COVID-19; customer demand resilience; fuzzy TOPSIS; fast-fashion MSMEs |
Year | 2022 |
Journal | Benchmarking: An International Journal |
Publisher | Emerald Group Publishing |
ISSN | 1463-5771 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/BIJ-11-2021-0693 |
Web address (URL) | https://www.emerald.com/insight/content/doi/10.1108/BIJ-11-2021-0693/full/html |
Accepted author manuscript | License File Access Level Open |
Output status | Published |
Publication dates | |
Online | 04 Sep 2022 |
Publication process dates | |
Accepted | 2022 |
Deposited | 05 Sep 2022 |
https://repository.derby.ac.uk/item/9834v/enablers-of-post-covid-19-customer-demand-resilience-evidence-from-fast-fashion-msmes
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