This study intends to rank the dimensions and identify the best predictors of overall
service and product quality and customer satisfaction resulting from both. To achieve
this, a theoretical and empirical study was conducted. Different theories, concentrated
on customer satisfaction, quality itself, as well as service and product, were reviewed to
provide the background for the analysis.
In order to have the statistic data for this research, a questionnaire based on
SERVQUAL and Garvin’s eight dimensions of product quality was created and
distributed using a snowball method. As a result, 100 respondents answered the
questionnaire and the data obtained from them was transferred to SPSS 15.00.
The last two parts of this research analyse the results of the questionnaires as well as
provide some recommendations for management. Author keywords: Customer satisfaction, service quality, SERVQUAL, product quality, clothing retailing Industry