Service quality, customer satisfaction and customer loyalty analysis in Bangladesh apparel fashion retail: An empirical study

This research aimed to develop and test a conceptual structural model that explores the dimensions of service quality, customer satisfaction and customer loyalty and their relationships in the context of Bangladesh apparel fashion retail. Through a questionnaire survey, a total of 1126 local respondents from 14 fashion retailers were studied for this work. The questionnaire was prepared based on the previous studies and experts' panel reviewed the questionnaire to establish the content validity of this study. Using factor analysis, eight dimensions of service quality, four of satisfaction, and three of loyalty were found valid in this context. Five dimensions of service quality influencing on customer satisfaction were identified for regression analysis. The hypothesised influences from service quality on both satisfaction and loyalty were found significant, and customer satisfaction and customer loyalty were also tested significantly by structural equation modelling (SEM). The narrow comparative study across the apparel fashion sector and lacking of research in the context of Bangladesh motivates the authors to explore this area. As a result, overall findings disclose new insights for academics and decision makers.