Evaluating Customer Satisfaction and Brand Perception of an Apparel Retailer
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Publisher:The Ohio State University
Series/Report no.:The Ohio State University. Department of Marketing and Logistics Honors Theses; 2019
This research focuses on a US-based manufacturer and retailer of vintage-inspired apparel. The firm’s success to this point has always been predicated on supreme comfort and quality, as well as unique and differentiated apparel designs. To maintain the strength of the brand, it is important for this growing firm to evaluate how it is perceived by its customers and continuously improve when opportunities arise. To this end, this research project investigates how the firm's customer base perceives its products, services, and other features of the company. Internal transactional records of online and brick-and-mortar purchases over the last two years were analyzed to summarize the current customer base and uncover general patterns and trends in purchase activity. Secondly, 428 survey responses were collected from customers to learn about their personal experiences with the brand. The firm had a few hypotheses about areas where they could better serve their customers, including perceptions of clothing “fit” and product availability, and these were explored in the survey research. While some of the results from the research were in line with prior expectations and previous research, this analysis identified new opportunities for the brand to make improvements and better serve its customers. Overall, these results will help inform and formulate strategies to achieve the firm’s main business objectives: growing its current customer base, engaging and serving the needs of its current customers, improving customers’ brick and mortar and ecommerce experiences, and most importantly, maintaining the reputation of the brand.
Academic Major: Marketing