The Assessment Of Cashmere Product Service Quality And Customer Satisfaction:A Case Study Of Mongolian "Gobi Joint Stock Company"

Mongolian trade and industry are based on the herdership and agriculture.Cashmere industry is one of the Mongolian largest industries which is the company that exports the biggest amount of raw cashmere and cashmere products.However,there is a need to focus on increasing customer satisfaction because of the lack of leadership in the market.Achieving satisfaction is a key factor in factors such as discounts,incentives,and model design indicators as described in the performance matrix.Depending on the product's characteristic,the user's behavior is changing.The choice of color,size and style of the raffle is strong.Conducting a customer behavioral survey by analyzing the market situation,identifying the characteristics of the customer and identifying specific features of the market,segregating market segments,selecting target markets,and developing a marketing strategy are tailored to the behavior of the target market.This study will focus on the case of GOBI cashmere department story in Ulaanbaatar city,Mongolia.Through this thesis the GOBI cashmere department story gets examination of their relationship between Mongolian customer satisfaction and service quality.This study applies to the SERVQUAL model to assess the service quality and tries to compare the effectiveness of the five dimensions:Tangibility,Reliability,Responsibility,Assurance,and Empathy to check which one can affect customer satisfaction.The data of this research was collected from 151 respondents at the GOBI cashmere factory store.Questionnaire had included 22 items of service quality,5 items of customer satisfaction.