Research On Service Quality Affecting Customer Satisfaction Of Luxury Clothing Brands In Xi'an Market

In recent years,due to the rapid development of the domestic economy and the deepening of internationalization,China has become a major consumer of luxury goods.At the same time,in order to improve the imbalance of the development between the east and the west of China,the state formulated the "The Belt and Road" strategy.Xi'an as an important node has unique geographical advantages,which is conducive to quickly becoming a real national central city.Under the background of commodity globalization and trade globalization,the competition between domestic and foreign companies is increasingly intensified,the competition between domestic and foreign companies becomes increasingly fierce.Meanwhile consumers become more complex and have more diversified demands.Customers have higher expectations for their consumption experience in the store.Therefore,scholars generally believe that providing high-quality services will be the key for luxury brand retail enterprises to create competitive advantages.Based on the review of theories related to service quality,brand image and customer satisfaction,the model is constructed and the research hypothesis is put forward.Then,based on previous studies,the measurement scale for service quality of luxury goods,brand image and customer satisfaction is designed.Then a formal survey is conducted on target consumers.The analysis were carried out on questionnaires.AMOS software was used to construct the structural equation model.The research hypothesis was verified and the following conclusions were drawn:(1)The measurement items in the luxury brand apparel service quality scale are refined into four factors: basic service,personalized service,appearance image and social relationship;(2)The measurement items in the luxury brand apparel brand image scale are refined into two factors: brand function and brand significance;(3)Cluster analysis was conducted on the data to obtain the relationship table between the types of consumers and various factors of service quality.According to the different degrees of consumers' attention to various factors of service quality,consumers were divided into three categories: service demand type,image pursuit type,and social demand type.(4)The brand image is introduced into the research on the service quality and customer satisfaction of luxury clothing brands.The research model was constructed,and the relationships among the three were verified one by one,and the following conclusions were obtained:a:Service quality of luxury clothing brands and its dimensions: basic service,personalized service,appearance image and social relationship have a significant positive impact on customer satisfaction;b:Service quality of luxury clothing brands has a significant positive impact on brand image and its two dimensions including brand function and brand significance;c:Luxury clothing brand image and its dimensions: brand function and brand significance have a positive impact on customer satisfaction;d:Brand image plays an intermediary role in the relationship between service quality of luxury clothing brands and customer satisfaction.Brand significance plays an intermediary role in the relationship between service quality of luxury clothing brands and customer satisfaction.This study takes luxury clothing as the research object,further improves the theories related to service quality,and enriches the research on service quality of luxury clothing brands.At the same time,the concept of luxury clothing brand image is introduced.A model of luxury clothing brand service quality influencing customer satisfaction with luxury clothing brand image as the intermediary variable is constructed which provides new ideas for studying the influence of luxury clothing brand service quality on customer satisfaction.