Assessing customer satisfaction with the retail service quality of Zara Vietnam stores

Abstract

The goal of this study is to investigate customer satisfaction with the retail service quality at ZARA Vietnam outlets by using the Retail Service Quality Scale (RSQS) on five dimensions such as reliability, physical aspects, problem-solving, personal interaction, and policy. By using Smart PLS 3.2.0 software for a sample of 186 ZARA clients, the results showed that consumer satisfaction with the retail service quality at ZARA stores is fulfilled in physical aspects, reliability, problem-solving, and policy. On the other hand, personal interactions were not appreciated by customers. The findings provide some guidance for foreign fashion brands on how to improve retail service quality in Vietnam.