International Journal of Management and Commerce Innovations ISSN 2348-7585 (Online) Vol. 7, Issue 2, pp: (655-661), Month: October 2019 - March 2020, Available at: www.researchpublish.com
CUSTOMER SATISFACTION IN SELECTED FASHION STORES IN SM MALL OF ASIA PASAY CITY John Lance Dominic B. Querubin1, Dr. Ernesto C. Mandigma Jr.2 DE LA SALLE UNIVERSITY-DASMARIÑAS College of Tourism and Hospitality Management, Dasmariñas, Philippines
Abstract: Customer satisfaction is a critical factor for customer experience and retention. It is also a competitive key in the tourism industry. Fashion sector is becoming popular in the Philippines since the fashion stores are now accessible and affordable. The five-service quality adapted by Cronin and Taylor was used in the analysis of the qualitative data gathered from two sets of interview guide questionnaire for the managers and shoppers. Moreover, purposive and snowball sampling was used as a sample technique and narrative analysis was used in the study. The results of this study were utilized for a customer satisfaction output to benefit the selected fashion stores in SM Mall of Asia. Furthermore, this research focuses on selected fashion stores in order to improve customer’s satisfactory and shopping experience. It also aims to merge the fashion and tourism sector as a form of tourist attraction. Also, to introduce the existence of fashion tourism in the Philippines which is a rising concept in the tourism industry. Keywords: Customer satisfaction, SERVPERF, Fashion Tourism, Fashion stores, Pasay City.
I. INTRODUCTION Customer satisfaction is an instrument for a business establishment to improve the quality of its service and be a motivation for the company to check on the things that requires important attention. Furthermore, customer satisfaction is used to determine the strong and weak points of products and services. This can be link to the study of (Bernazzani, 2017) that customer satisfaction is used to assess if the customer is satisfied or not with the service, product, or experience. Customer satisfaction is one of the main reasons why hospitality industry always set a good standard of their products and services. Since, if the customer satisfaction is not assessed, one cannot identify unsatisfied customers. Moreover, according to (Hose, 2017) that the foundation of any business’ success is the customer that is why it is important for the customer to experience an excellent service. Because satisfied customers will repurchase the service or product of a business and more likely will develop product loyalty (Cascella, et al., 2014). Fashion is an art that anyone can wear and show off. As the world of tourism is not limited to a specific field, it can relate to anything and anyone. Hence, fashion can be related to tourism known as fashion tourism. Fashion tourism is an event where people go to unusual or new places to experience fashion. It is not only centered to simply buy apparels, accessories and cosmetics that are found in the usual place of the shoppers, but also the idea of people travelling to another place outside their usual environment to try and consume fashion. As mention in the article of (The Balance Careers, 2018) Paris, Milan, New York and London are known for being the “Big Four” fashion capitals of the world. However, according to McKinsey Global Fashion Index, half of the sale from fashion industry such as apparel will be coming outside the Europe and North America region specifically Asia-pacific region in the next few years. Fashion industry has a big impact to tourism especially apparels because fashion apparel is continuously growing with a big market of Asian consumers, especially the Chinese people who are the big spender of luxury goods (Keller et. al., 2014). Country like China, has now many Chinese men that are also getting interested into clothing and fashion (Keller et. al., 2014). Moreover, the lifestyle of people evolves and so as their relationship with fashion shopping. Just the same as the growth of the fashion industry worldwide resulting to the increase of the number of
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