The current paper aimed to investigate and measure customer satisfaction in the clothing sector during the period of the Covid-19 pandemic. Third, the factors of expectations, perceived quality, perceived value, response to complaints and image positively affect customer satisfaction. Descriptive statistics of factors and their change before and after the period of COVID-19 and paired t-test.
Impact of marital status on factors and on their change before and after the COVID-19 period. Impact of education level on factors and on their change before and after the COVID-19 period. Estimated regression with dependent variables the change in customer satisfaction before and after the COVID-19 period.
INTRODUCTION
- Introduction to the ‘problem’
- The purpose of the study
- The general methodology
- The importance of the study
- Stucture of the dissertation
Specifically, the aim of this study is to measure customer satisfaction of apparel companies during the period of the COVID-19 pandemic. As globalization and rapidly changing environmental conditions increase uncertainty, as well as competition, customer satisfaction becomes a kind of strategic challenge and a necessity for company survival (Ueltschy et al., 2007). It is also one of the most widely used predictors of consumer behavior as it increases customer loyalty (Zhang, 2015).
The first consists of the first two chapters, the second of the following two chapters and the third of only one chapter. The research results that emerged from the implementation of the research design described above are presented in the fourth chapter. At the same time, the results are compared with previous research and the limitations of this study are described.
CUSTOMER SATISFACTION LITERATURE REVIEW
- The definition of customer satisfaction
- The measurement of customer satisfaction
- The factors that affect customer satisfaction
- Customer satisfaction and customer loyalty
- Customers’ buying decisions and satisfaction in the fashion industry
The results indicated that service quality and customer satisfaction were high in electronic banking in Battticaloa district. Santouridis and Veraki (2017) investigated possible associations between customer relationship management (CRM) practices, relationship quality and customer satisfaction. They found that there is a positive and significant relationship between TQM practices and customer satisfaction level.
Referring to online shopping, e-service quality appears to have a significant impact on customer satisfaction and customer behavior (Rita et al., 2019). Customer satisfaction is thought to be critical to the success of online businesses (Nawi & Al-Mamun, 2017). Saricam (2019) also confirmed that service quality affects customer satisfaction and loyalty in the sportswear retail market.
RESEARCH DESIGN
- Research Aim and Objectives
- Design of Data Collection Tool
- Research Methodology
- Sample Selection
The research tool of this study is the questionnaire developed in this special paper. In addition, each of the second and third groups consists of six parts according to Biscaia et al. The above sections constitute the second and third group of questions of the questionnaire of this study.
So, the overall questionnaire consists of 57 questions and can be seen in the Appendix of this study. Where μi is, in the case of the present study, the average level of an examined factor. Where rs is, in the case of the present study, the Pearson correlation coefficient between the two factors.
RESEARCH RESULTS
Demographic Analysis of the Sample
Sample’s Responses
As for the perceived quality factor by customers before the COVID-19 period, it also seems to be rated high enough. When participants are asked to indicate to what extent they agree on whether they have been clearly informed about the services available in the store, the possible answers are 'Strongly disagree', 'Disagree', ' Neither agree nor disagree', 'Agree' and . In particular with regard to the statement “The price of the good is very cheap compared to its function, the participants give their total.
In any case, when participants are asked to express their level of agreement on whether the existing or potential problem was or would be solved well, the possible answers are 'Strongly disagree', 'Disagree', 'Neither agree nor disagree', . The image of the clothing stores seems to be of great significance to the customers before the COVID-19 period. When participants are asked to express the extent to which they agree on whether they, as a client, feel like they are the center of staff attention, the possible answers are 'Strongly disagree', 'Disagree ', 'Neither agree nor disagree', 'Agree' and .
Finally, regarding the customer satisfaction factor before the COVID-19 period, its general level is at an acceptable level. The price of the services (eg the workshop) are very cheap considering the value benefits they offer. When participants are asked to express their degree of agreement as to whether the item they would buy was completely reliable and would not break during use, the potential responses "Strongly Disagree", "Disagree", "Neither Agree nor Disagree" ,.
Regarding the factor of perceived customer quality after the COVID-19 period, it also seems to be rated high enough, especially regarding the statement "The staff who served me were well prepared to give me the right advice, the participant states that he strongly disagrees with their disagreement their neutrality their agreement and their complete agreement. However, when participants are asked to indicate their level of agreement about whether an existing or potential problem has been or would be well resolved, the potential responses are “Strongly disagree”, “Disagree”, “Neither neither agree nor disagree', 'I agree' and. The image of clothing stores also seems to be very important to shoppers after the COVID-19 era.
Finally, regarding the customer satisfaction factor after the COVID-19 period, its overall level is at an acceptable level.
Factor’s Levels and Change during COVID-19 period
However, the only factor that appears to have changed statistically significantly during the COVID-19 pandemic era is the one of perceived quality at a 10% level of significance (t=-1.68, p<0.10). It is worth mentioning that satisfaction level is above value of 3 both in the pre- and post-COVID-19 period.
Impact of Demographic Variables
So, male customers seem to think more highly of their image than female customers in terms of their satisfaction. Therefore, it seems that in both periods, customers who are widows/widowers seem to recognize a higher image in clothing sector stores. Furthermore, statistically significant differences are required for the level of satisfaction after the COVID-19 era at a 10% level of satisfaction (F=2.86, p<0.10).
In both periods, customers who are widows/widowers therefore appear to recognize a lower level of value in clothing sector stores. During the COVID-19 era, the higher positive change on this specific factor is observed for secondary education graduates and post-graduates compared to the other education level groups.
Correlation among Factors
Determinants of Change in Satisfaction during COVID-19
According to these results, there is a positive effect of change in perceived quality, change in perceived value, change in complaints and change in image. Specifically, an increase (decrease) in perceived quality, in perceived value, in complaints, and in image by 1 unit is expected to increase (decrease) customer satisfaction by and 0.37, respectively. Moreover, with reference to secondary school graduates, graduates of technological school, acquirers of bachelor's degree and PhD students it seems to decrease their satisfaction level by and 0.31 respectively.
Negative change in customer satisfaction during the COVID-19 era is also seen for civil servants with reference to other occupational groups. The estimated model can explain 49.44% of the variance of change in customer satisfaction, a percentage that is statistically significant at a 1% satisfaction level (F=11.54, p<0.01).
Summary of Results
Regarding the determination of the customer satisfaction level before the COVID-19 era in the apparel sector, which constitutes the first research objective, an acceptable level of satisfaction is indicated. An average statistically significant satisfaction level above 3 is required, meaning that the average customer is generally satisfied. This level is higher for civil servants and the unemployed, while it increases as expectations, perceived quality, perceived value, complaints and image increase.
Regarding the determination of the level of customer satisfaction after the era of COVID-19 in the clothing sector, which constitutes the second objective of the research, the statistical analysis showed no change in its average level. However, in this period, the level of satisfaction is higher for the unemployed and widowed, but lower for the self-employed and under thirty. The positive influence of expectation, perceived quality, perceived value, complaints and image on customer satisfaction remain stable.
However, private workers, unemployed people and graduates of the technological school and ATEI show a positive change in their satisfaction level during the COVID-19 era. Furthermore, all the effects of the other factors examined on customer satisfaction, which form the fourth and final research objective, appear to increase, with the exception of the complaints factor, whose effect appears to decrease somewhat. It is recalled that the change in customer satisfaction was the aim of the third research objective.
Taking the whole factor into account, the factors that seem to drive the change in customer satisfaction are change in perceived quality, change in complaints and change in image.
CONCLUDING REMARKS
- Conclusions
- Implications for fashion companies to improve their Customers’ Satisfaction
- Comparison with Previous Research Results
- Research Limitations and Propositions for Future Researchers
Furthermore, according to correlation and regression analysis, one of the strongest influences on customer satisfaction is represented by image. The significant positive effect of perceived quality on customer satisfaction is also shown by the literature review. The effect of products attributes on customer satisfaction on brand loyalty in the electronics industry: The case of Jordan.
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