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

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.