Study On Service Quality Of Popular Casual Brand Wear

As the coming of service era, market competition has been gradually changing from products and brand competition to service competition. In order to reach higher customer satisfaction and customer loyalty,the importance of higher service that taken the customer as the guidence in improving the product value has been recognized and the scope of services and intensity on the different levels of expansion and strengthening has been doing by many industries. And then long-term competition advantage can be achieved.Casual clothing is becoming increasingly mature.In the situation of more brands, homogenization of the product and increasingly diversified and personalized consumer demand, Services become the main way to get the higher customer loyalty, meanwhile differentiation and excellent service is an exclusive weapon to obtain sustainable competitive advantage.Therefore, how to measure service quality? How are the relationships among every dimension of service quality,customer satisfaction and customer behavior intention? What dimensions are the key factors? This is a worth exploring topic.Under the situation mentioned above, after analyzing researching the theory of service quality, customer satisfaction and customer behavior intention, hypotheses were put forward in this paper. Then, using structural equation modeling (SEM) to explore the relationships among every dimension of service quality,customer satisfaction and customer behavior intention and find out the key factors. In addition,Based upon SERVQUAL scale which was developed by A. Parasuraman, Valarie A. Zeithaml& Leonard L. berry (PZB),Combined China's cultural background and the popular casual brand wear industry characteristics, a measurement scale of service quality and the dimensions of service quality were developed for popular casual brand wear.In the empirical context, this paper chooses the customers of popular casual brand wear in Hang Zhou as sample. Based on SERVQUAL scale, scale items were designed. Then,scale items were screened through investigation and interview.And by the pre-survey, the author tests the reliability of the questionnaire.While doing market researeh,323valid samples were collected out of 400 with effective returns-ratio at 80.8%.Using statistical analysis software SPSS16.0 and Structural Equation Model analysis software AMOS7.0 to test reliability, validity of the data and model fit analysis,the results are good. Moreover, the study of models and assumptions were verified, and we reached the following conclusions: Firstly, a measurement scale of service quality that comprises a parsimonious 22 items which span four dimensions(service attitude,reliability,tangible and pay attention to customers) is developed to be suitable for the popular casual brand wear industry.Secondly, in the popular casual brand wear industry,service attitude and reliability and pay attention to customers positively and significantly influence customer satisfaction, these are motivating factors.And tangible don't significantly influence customer satisfaction,this is a hygiene factor which have the basic qualifications.Thirdly, in the popular casual brand wear industry, pay attention to customers and customer satisfaction positively and significantly influence customer behavior intention; service attitude,reliability and pay attention to customers indirectly influence customer behavior intention through customer satisfaction;tangible don't significantly influence customer behavior intention; pay attention to customers and customer satisfaction is the most important factor affecting customer behavior intention.Finally, according to the conclusions of study, this paper brings forward some feasible measures and polices for the popular casual brand wear industry. This paper shows that service attitude and reliability and pay attention to customers of the three factors affecting customer satisfaction and customer behavior intention are three key factors.Thus,for the popular casual brand wear,it is necessary to continuously improve the services covered by the three factors,and establish relationship marketing which focus on maintaining and improving customer satisfaction and loyalty of existing customers rather than the new.