Beyond Linearity: A Moderated Mediated Model of Service Journey Quality with Symmetrical and Asymmetrical Approaches

The current study addresses central aspects of the omnichannel fast fashion retailing consumer journey. How does Service Journey Quality (SJQ) as a multidimensional construct (including Seamlessness, Coherence, and Personalization) impact consumer thought and advocacy in fast fashion omnichannel retailing? Based on the Stimulus–Organism–Response (S-O-R) framework and Complexity Theory, this study aims to investigate the mediating effects of Customer Service Experience Consciousness (CSEC) and Trust in Retailer (TiR), as well as the moderating effect of Webrooming (WR). The study uses Partial Least Squares Structural Equation Modeling (PLS-SEM) and fuzzy-set Qualitative Comparative Analysis (fsQCA) to test linear and configurational relationships using a cross-sectional survey of 391 consumers of fast fashion in Pakistan. Findings indicate that all SJQ dimensions have a significant effect on improving CSEC and WoM with successive mediation via TiR. Nevertheless, WR fails to moderate the SJQ-CSEC relationship, indicating a contextual weakness in emerging economies. The results of the FsQCA confirm equifinality and configurational asymmetry because there are several sufficient pathways to high WoM. This research has a theoretical contribution to service design theory by re-conceptualizing SJQ as a journey-level stimulus and developing CSEC as a meta-cognitive construct. It also provides practical lessons to retailers who want to maximize omnichannel consumer experiences and consumer trust in disparate service environments.