A Study on the Factors Influencing Customer Satisfaction in Multi-Brand Apparel Retail

A Study on the Factors Influencing Customer Satisfaction in Multi-Brand Apparel Retail

Numerous research studies have been done in the area of retailing, but there is no research that identifies the main factors that influence customer satisfaction in multi-brand apparel retail. A study on this aspect is important as the apparel retail industry is growing very fast in India with the advent of many foreign brands in this sector. This study aims to understand the main factors influencing customer satisfaction in multi-brand apparel retail. Primary data is collected through survey method, using a structured questionnaire designed to capture the required variables to extract the factors influencing customer satisfaction in multi-brand apparel retail. The respondents are surveyed through convenience sampling method. The appropriate variables are identified through literature review of a number of articles on organised apparel retailing. After considering appropriate variables of apparel retail service quality and store characteristics, the structured questionnaire consisting of 17 independent variables and 1 dependent variable measured on a likert scale of 1 to 5, is used to collect data from the apparel retail customers. Factor analysis on these independent variables resulted in extraction of 4 main factors. Then Regression analysis is done on the 4 factors taking customer satisfaction as the dependent variable. The results of the analysis reveal that the factors significantly influence customer satisfaction in multi-brand apparel retail. It was also found through regression analysis that there is a significant impact of customer satisfaction on shopping budget in multi-brand apparel retail. Also, a significant relationship was found between family monthly income and shopping budget in multi-brand apparel retail. The implication of this research is that the results would help multi-brand apparel retailers to formulate marketing strategies with a focus on the factors identified, to improve customer satisfaction and refine their approach to reach out to their consumers and retain them, when they come to shop in their apparel retail store.

Mohan Ram

Management