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Relationship among Interpersonal Relationship, Customer Satisfaction and Brand Loyalty in Fashion Retailing Industry

S.L. Hui (Department of Mechanical and Aerospace Engineering, The Hong Kong University of Science and Technology, Hong Kong, )
Rachel W.Y. Yee (Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Hong Kong, )

Research Journal of Textile and Apparel

ISSN: 1560-6074

Publication date: 1 February 2015

Abstract

Due to the recent emergence of numerous retail options, the fashion market has become more competitive. Consumers are offered more products choices for their purchase. This has created significant challenges to fashion retailers in attracting new and retaining existing customers. This research proposes that an interpersonal relationship between employees and customers is an effective means for companies to influence the purchase decisions and experiences of customers. We have conducted an empirical study to investigate the impact of interpersonal relationships on customer satisfaction and brand loyalty in the casual wear market. Our findings show that trust in an interpersonal relationship between customer-contact employees and customers has a positive effect on customer satisfaction, which in turn, leads to brand loyalty. We suggest that fashion retailers provide training programs to equip frontline employees with professional skills that deal with issues involved in interpersonal relationships. This is an effective means that help customer-contact employees master the necessary skills to satisfy customer needs and retain customers.

Keywords

Citation

Hui, S.L. and Yee, R.W.Y. (2015), "Relationship among Interpersonal Relationship, Customer Satisfaction and Brand Loyalty in Fashion Retailing Industry", Research Journal of Textile and Apparel, Vol. 19 No. 1, pp. 65-72. https://doi.org/10.1108/RJTA-19-01-2015-B007

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited