MODELING OF PERCEPTION OF TEXTILE CONSUMERS’ SATISFACTION

Yıl 2012, Cilt: 22 Sayı: 4, 278 - 283, 31.12.2012

İkilem Göcek Yeşim İridağ Beceren

Öz

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.

Anahtar Kelimeler

Customer satisfaction, Perceived service quality, Perceived product quality, Brand image, Textile industry

Kaynakça

• 1. Grönroos, C., 1996, “Relationship Marketing: Strategic and Tactical Implications”, Management Decision, Vol. 34 No. 3, 5-14.
• 2. Peter, J.P. and Olsan, J.C., 2005, “Consumer Behaviour and Marketing Strategy”, The McGraw-Hill Companies,Inc., New York.
• 3. Ahmad, R. and Buttle, F., 2001, “Retaining Business Customers Through Adaptation and Bonding: a Case Study of HdoX”, Journal of Business & Industrial Marketing, Vol. 16 No. 7, 553-573.
• 4. Hicks, J.M., 2005, “Delighted customers buy again: An investigation into the impact of consumer knowledge on consumer satisfaction and delight of flowering potted plants”, Master of Science, Michigan State University.
• 5. Warrington, P.T., 2002, “Customer evaluations of e-shopping: the effects of quality-value perceptions and e-shopping satisfaction on e-shopping loyalty”, PhD Thesis, The University of Arizona.
• 6. Westbrook, R. A., 1981, “Sources of consumer satisfaction with retail outlets”, Journal of Retailing, Vol.57 No.3, 68-85.
• 7. Didier, S.M., 2003, “The marketing function and consumer satisfaction online”, PhD Thesis, Capella University
• 8. Dubrovski, D., 2001, “The role of customer satisfaction in achieving business excellence”, Total Quality Management, Vol. 12, No. 7-8, 920-925.
• 9. Ma, Y.J. and Niehm, L.S., 2006, “Service Expectations of Older Genaration Y Customers an Examination of Apparel Retail Settings”, Managing Service Quality, Vol. 16 No. 6, 620-640.
• 10. Otieno, R., Harrow, C. and Lea-Greenwood, G., 2005, “The Unhappy Shopper, a Retail Experience: Exploring Fashion, Fit and Affordability”, International Journal of Retail & Distribution Management, Vol. 33 No. 4, 298-309.
• 11. Kind, K.O. and Hathcote, J.M., 2000, “Speciality-size college females: satisfaction with retail outlets and apparel fit”, Journal of Fashion Marketing & Management, Vol. 4, pp. 315-24.
• 12. Babin, B.J. and Darden, W.R., 1995, “Consumer self-regulation in a retail environment”, Journal of Retailing, Vol. 71, pp. 47-70.
• 13. Özdamar, K., 2004, “Paket Programlarla İstatistiksel Veri Analizi I-II [Statistical Data Analysis with Package Programs I-II] ”, Kaan Kitabevi, Eskişehir, Turkey.