Consumer Satisfaction Of Fashion Apparel Products

Abstract

The world in which organisations operate today is one where uncertainty is common, time moves quickly and dynamics are more intricate. Since the customer is the centre of the fashion business, measuring customer satisfaction is an essential part of any plan to boost productivity. This means that survival, competitiveness and growth are all dependent on consumer happiness. Customer loyalty is the primary factor in determining whether a firm can remain viable. This is because having loyal customers not only makes a business more valuable, but it also allows businesses to keep costs down relative to acquiring new ones. Organisations establish a long-lasting, mutually beneficial relationship with their customers by cultivating and maintaining client loyalty. The aim of the study is to investigate the variables that can help a business increase customer satisfaction and, eventually, customer loyalty in order to create a lasting competitive advantage. The various aspects of product quality are the independent variables in the conceptual model that has been suggested, along with customer happiness. Performance, features, conformance, durability, serviceability, aesthetics and perceived quality are the important dimensions of product quality. These dimensions have an impact on customer satisfaction, which in turn has an impact on loyalty. The findings shed light on the aspects of product quality that influence customer satisfaction, greater customer satisfaction increases customer loyalty.