Quality of service and product as the main factors influencing customers' satisfaction in the clothing retailing industry in Ireland - case study of Zara Plc
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MBA in Business Management
Dublin Business School
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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