Table 3 Categorization and result...

Table 3

Categorization and result summary of Study 1a

No.	Category	Keyword	Keyword counts	Anchor example
#1	Expectations and desires regarding offline personal fashion advice services	Friendliness/sympathy	10	“Above all, politeness and friendliness, that you are greeted when you enter the shop (I #12).”
		Professional expertise/competence	9	“That I get the information I expect, that I am presented with the right products and that the salesperson is competent (I #13).”
		Understanding of customer needs	8	“For me, good advice is when the salesperson is able to understand what I want (I #5).”
		Honesty	8	“A sales advisor who will also simply tell you that an outfit doesn't look good (I #18).”
		Stylistic confidence	7	“An advisor who makes sure everything looks good and fits together (I #15).”
		Unobtrusiveness	7	“It's important to me that they let me look at all the stuff first. I like it when everything is explained to me, but not in a pushy way (I #11).”
		Product knowledge	6	“A good understanding of the products is important to me (I #2).”
		Personal contact/time for customer	6	“That you definitely have this personal contact (I #4).”
#2	Expectations and desires regarding online personal fashion advice services	Understanding of customer needs	13	“That my personal wishes are also addressed (I #14).”
		Personal contact	9	“That the personal contact with the advisor is there. I would say that has always been the most important thing for me (I #2).”
		Professional expertise/competence	8	“He must be extremely well trained, plus brutally fast at checking. He has to understand immediately in which direction the consultation should go (I #11).”
		Quick responses	6	“Above all, that they give quick feedback, that they are available if I need anything (I #12).”
		Quick and seamless processing	6	“(…) a smooth and uncomplicated handling (I #14).”
		Stylistic confidence	5	“That she can already see from the picture how you dress and that she can adapt to that (I #12).”
		Friendliness	4	“Friendliness is particularly important to me (I #16).”
		Video-consultation service	4	“I think that, for example, a video chat would not be bad (I #13).”
#3	Main differences between the two contexts
	Offline	Flexibility/speed of response	4	“In the shop, I'm standing in front of the advisor, and he can respond immediately. If I say, that I don't like it, he brings the next options right away. It's quick and uncomplicated. Sending things back and forth online takes more time, so I usually don't bother (I #1).”
		Personal contact	4	“And you don't have any personal contact online. And that's definitely a different feeling (I #4).”
	Online	Large assortment	4	“Online, of course, you simply have a much larger product assortment than in the shop (I #7).”
		Quiet (no other customers) – more time for customers	4	“In the shop, there are all the external factors, e.g. customers bursting into a consultation. Online, the focus is then only on one customer (I #15).”

No.	Category	Keyword	Keyword counts	Anchor example
#1	Expectations and desires regarding offline personal fashion advice services	Friendliness/sympathy	10	“Above all, politeness and friendliness, that you are greeted when you enter the shop (I #12).”
		Professional expertise/competence	9	“That I get the information I expect, that I am presented with the right products and that the salesperson is competent (I #13).”
		Understanding of customer needs	8	“For me, good advice is when the salesperson is able to understand what I want (I #5).”
		Honesty	8	“A sales advisor who will also simply tell you that an outfit doesn't look good (I #18).”
		Stylistic confidence	7	“An advisor who makes sure everything looks good and fits together (I #15).”
		Unobtrusiveness	7	“It's important to me that they let me look at all the stuff first. I like it when everything is explained to me, but not in a pushy way (I #11).”
		Product knowledge	6	“A good understanding of the products is important to me (I #2).”
		Personal contact/time for customer	6	“That you definitely have this personal contact (I #4).”
#2	Expectations and desires regarding online personal fashion advice services	Understanding of customer needs	13	“That my personal wishes are also addressed (I #14).”
		Personal contact	9	“That the personal contact with the advisor is there. I would say that has always been the most important thing for me (I #2).”
		Professional expertise/competence	8	“He must be extremely well trained, plus brutally fast at checking. He has to understand immediately in which direction the consultation should go (I #11).”
		Quick responses	6	“Above all, that they give quick feedback, that they are available if I need anything (I #12).”
		Quick and seamless processing	6	“(…) a smooth and uncomplicated handling (I #14).”
		Stylistic confidence	5	“That she can already see from the picture how you dress and that she can adapt to that (I #12).”
		Friendliness	4	“Friendliness is particularly important to me (I #16).”
		Video-consultation service	4	“I think that, for example, a video chat would not be bad (I #13).”
#3	Main differences between the two contexts
	Offline	Flexibility/speed of response	4	“In the shop, I'm standing in front of the advisor, and he can respond immediately. If I say, that I don't like it, he brings the next options right away. It's quick and uncomplicated. Sending things back and forth online takes more time, so I usually don't bother (I #1).”
		Personal contact	4	“And you don't have any personal contact online. And that's definitely a different feeling (I #4).”
	Online	Large assortment	4	“Online, of course, you simply have a much larger product assortment than in the shop (I #7).”
		Quiet (no other customers) – more time for customers	4	“In the shop, there are all the external factors, e.g. customers bursting into a consultation. Online, the focus is then only on one customer (I #15).”

Note(s): As the interviews were conducted in German, the quotes have been translated and selectively shortened for the sake of clarity and coherence. I = interviewee

Source(s): Table by the authors

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