Title: 21st century luxury fashion retailers' marketing strategies for customer satisfaction: UK perspective

Authors: Daniella Ryding; Gianpaolo Vignali; Myriam Caratù; Yen-Yin Wang; Robin Carey

Addresses: School of Materials, University of Manchester, M13 9PL, UK ' School of Materials, University of Manchester, M13 9PL, UK ' University of Rome 'La Sapienza', Piazzale Aldo Moro 5 00185, Rome, Italy ' School of Materials, University of Manchester, M13 9PL, UK ' School of Business, University of Central Lancashire, Preston PR1 2HE, UK

Abstract: The purpose of this study is to examine contemporary customer satisfaction drivers for the luxury apparel sector in three dimensions; product quality, service quality and digital in-store interaction, and to reinforce their importance for brand building and the overall multi-sensory experience. The research design adopts a quantitative approach to establish the optimisation of these effects on the customer. An internet-mediated questionnaire is used to gather data for the UK market. The findings reveal that service quality dominates customer satisfaction across the key dimensions, but also ranked highly and in respective order are product craftsmanship and design, country of origin and in-store digital entertainment.

Keywords: luxury fashion; customer satisfaction; fashion retailing; product quality; service quality; digital in-store interaction; engagement; UK; United Kingdom; fashion industry; marketing strategies; brand building; multi-sensory experience; product craftsmanship; product design; country of origin; in-store entertainment; digital entertainment.

DOI: 10.1504/IJBG.2016.073630

International Journal of Business and Globalisation, 2016 Vol.16 No.1, pp.79 - 103

Received: 13 Feb 2015
Accepted: 30 Apr 2015

Published online: 14 Dec 2015 *

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