Impact of Service Quality on Customer Satisfaction in Apparel Market (A Study of Twin City)

Abstract

The main objective of this study was to assess the overall level of service quality and customer satisfaction in apparel market of Islamabad to investigate the impact of service quality dimensions on customer satisfaction in the apparel market of twin cities of Pakistan. A conceptual model of service quality dimensions was developed and hypothesized. The major tools used for data collection are questioners for customers of apparel brands in Islamabad and Rawalpindi. The hypotheses were tested with the data collected through structured questionnaires from customers of apparel brands in Islamabad and Rawalpindi. The collected data was analyzed using inferential statistical analysis techniques. The findings of the study show that the service quality of the apparels brands of Islamabad and Rawalpindi is average and customers are satisfied with the service currently. Based on the finding all service quality dimensions have a significant impact on service quality on customer satisfaction. The study provides the empirical application of the service quality model so that this study contributes to the apparel market of Islamabad and Rawalpindi to improve service quality which leads to customer satisfaction. The study concluded that the overall service quality of the apparel brands in Islamabad and Islamabad is average good and customers are not satisfied with the services of apparel brands. The researcher recommended that these apparel brands should work hard on all 3 these service quality dimensions to improve their service quality and customer satisfaction of the apparel users