MODELING OF PERCEPTION OF TEXTILE CONSUMERS’ SATISFACTION

Authors : Ikilem Göcek, Yeşim Iridağ Beceren

Pages : 278-283

View : 22 | Download : 11

Publication Date : 2012-12-31

Article Type : Research

Abstract :The aim of this study is determining the factors that affect customer satisfaction (CS) in textile industry, modeling CS and giving solution suggestions to provide CS. CS is a wide range subject that is affected by many factors however; in this paper only perceived service quality, perceived product quality, and brand image were deeply studied as CS affecting factors. To determine these factors a consumer survey was applied on 142 survey respondents. The data gained from questionnaires was analysed by the help of SPSS program. Perceived service quality and brand image affect CS in textile industry according to the results obtained in this study. However, perceived product quality was found to have no influence on CS.
Keywords : Customer satisfaction, Perceived service quality, Perceived product quality, Brand image, Textile industry