Evaluating Customer Satisfaction and Brand Perception of an Apparel Retailer
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Date
2019-05
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The Ohio State University
Abstract
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.
Description
Keywords
customer satisfaction, performance perception, brand awareness, apparel retail