MODELING OF PERCEPTION OF TEXTILE CONSUMERS’ SATISFACTION

Year 2012, Volume: 22 Issue: 4, 278 - 283, 31.12.2012

İkilem Göcek Yeşim İridağ Beceren

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

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