A Study on the Factors Influencing CustomerSatisfaction in Multi-brand Apparel Retail

Abstract

A number of research studies have been conducted in the field of retail services,but hardly any research exists that attempts to take into account both service quality and features and measure their impact on customer satisfaction .The importance of such a study is immense in one of the fastest growing retail markets like India, where the impact of service quality and features on customer satisfaction from the retail users’ point of view is a very crucial field of discussion.After extracting different variables of service quality and features from studying a body of literature on services in apparel retail,this study attempts to identify the factors that influence customer satisfaction in multi-brand apparel retail. The main factors are extracted from the variables using factor analysis. Then the factors extracted have been used as independent variables and an attempt has been made to explore the impact of these factors on customer satisfaction as dependent variable.