Customer Loyalty-Related Marketing Measures in Fashion Markets

Abstract

The textile industry has been massively affected by structural changes in recent years. The fashion market is currently in a phase of stagnation. This means that market saturation has been reached, competition between companies and retailers has increased, and predatory competition has set in. Gains in market share are mainly achieved through an aggressive pricing policy, for example, through earlier price reductions. Nonetheless, there are still uncertainties regarding specific product mix-related marketing measures in fashion markets. There is a lack of scientific evidence about the exact proportion of product mixrelated marketing measures used. As an aim, this study focuses on the effects of various influencing factors on consumer loyalty. Factors examined include product quality, product selection, service quality and price-to-performance ratio. To investigate the proportion of the chosen marketing measures, a conceptual model was proposed, four hypotheses were derived. In order to shed more light on fashion markets related marketing measures, the research methodology of cross-sectional face-to-face survey research was applied. For this purpose, randomly sampled fashion shoppers were asked to answer a questionnaire, using tablets. The collected data were then analysed using multiple regression and evaluated. Implications for Central European audience: The study has derived some remarkable key findings that contrast with other non-fashion markets. First of all, service quality is not the most important factor, whereas product quality is an important criterion for the price-toproduct ratio and consequently, for customer loyalty. Finally, practical guidelines are provided, limitations discussed and suggestions for future research provided.

Perceived Price as Antecedent of Satisfaction and Loyalty: Learn from Fast Food Multinational Restaurants in Indonesia

“…Perceived price is very important for customer satisfaction because service is always evaluated by the customer based on the price (Al-Msallam, 2015). Customers judge prices based on the value of the product they have felt (Tröppner et al, 2020). Acceptable and reasonable price has become the basis of valuing by the customer of perceived price (Dalati & Al Hamwi, 2016).…”

“…Customer satisfaction occurs after the customer compares the expectations of a product with the products consumed (Hamzah et al, 2021). Möslein-Tröppner et al (2020) argue that customer satisfaction can only make customers loyal to one particular company if the company does not have competitors who provide better offers such as quality, price, and service. Rahman (2013) states that it is very important for a company to provide the best quality service to customers in today's business environment because of the very tight competition in the market.…”

“…Furthermore, Rothenberger (2015) and Al-Msallam (2015) explain that customer satisfaction can be measured by assessing prices and the brand image of a product. In addition, customers' perception of the price of the product can influence their decision to make a purchase (Möslein-Tröppner et al, 2020). When customers are satisfied with the product they bought, they will always want to come back to buy the product without comparing it again with competing products (Paramartha & Syah, 2020).…”

The Importance of Secondary Markets in the Changing Retail Landscape: A Longitudinal Study in the United States and China

“…Consumers have been trained to expect retailers to carry a wide variety of products, available when and where they want them. They also expect that the products available will turn over quickly, with new merchandise on display every time they visit a store or website (Möslein‐Tröppner, Stros, and Říha 2020). As a response, companies are rolling out new products at a record pace with shorter lifecycles, a strategy reflected by high‐turnover firms such as Zara, H&M, or Dollar General (Kohan 2020).…”