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The role of garment sizing in creation of customer satisfaction: Indications from focus group responses

Rose Otieno (Research fellow at the Clothing Design and Technology Department of Manchester Metropolitan University)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 1 April 2000

Abstract

Meeting sizing needs in today's clothing is an important aspect of customer satisfaction. Based on the critical incident and grounded theory techniques, data from focus groups with parents are analysed to establish consumer satisfaction/dissatisfaction with children's garment sizing. While results revealed that parents were dissatisfied with garment sizing, the study focuses on specific causes of dissatisfaction. The centrality of efficient sizing in creation of consumer satisfaction is underscored.

Keywords

Citation

Otieno, R. (2000), "The role of garment sizing in creation of customer satisfaction: Indications from focus group responses", Journal of Fashion Marketing and Management, Vol. 4 No. 4, pp. 325-335. https://doi.org/10.1108/eb022600

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited