Competitive Factors of Fashion Retail Sector with Special Focus on SMEs

Round 1

Reviewer 1 Report

The paper is well-written and clear. The authors use an original methodology to analyze trends and policy implications in the fashion retail markets. The paper fits the aims of the journal.

However, there are some minor revisions that the author(s) should be made. I present my comments structured according to the paper section:

Introduction

Include after line 70 a short paragraph stating how the work is structured.

Literature review

71 Literature review and hypotheses. The authors must state what are the hypotheses of the model to be tested. For this, once the literature has been reviewed, they must explicitly state each of the hypotheses that relate the latent variables to each other.

73 Write Twenty-one in letters.

Methodology

Perhaps it should be noted that the latent variable Purchase Satisfaction could be a second order construct. Also, it should be indicated whether they use the repeated indicator approach or the two-stage approach.

Results and discussion

The author(s) should be noted that Customer Loyalty is a variable that mediates the relationship between Purchase Satisfaction and Brand Ambassador. Likewise, it should be noted that Purchase Satisfaction is a mediating variable in the relationship between Complaint Handling and Customer Loyalty. Stating that All constructs except sales staff indirectly influence customer loyalty and the desire to be a brand ambassador does not seem very concrete.

Author Response

Please see the attachment.

Author Response File: Author Response.pdf

Reviewer 2 Report

The paper explores an interesting and under-researched area of knowledge. The literature review is well structured and refers to an appropriate breadth of resources. The methodology could include a little more detail regarding how the questionnaire was administered and if there was any selection process of the sample other than where they chose to shop. The analysis of the large quantity of quantitative data is to be commended, this is a real strength of the paper. Perhaps for future work, you could consider a more qualitative approach to a similar research question, finding out the 'why' of peoples behaviour and attitudes towards fashion. There are a few grammatical errors which need addressing but the cohesion of communication is clear and concise. 

Overall a very good paper. 

Author Response

Please see the attachment.

Author Response File: Author Response.pdf