Measurement of Customer Satisfaction with Service Quality: Study of Fashion Chain Stores in Lithuania

As the needs and expectations of customers for the quality of products and services grow, companies are constantly faced with challenges in order to remain on the market, build customer loyalty and to be competitive. Companies, operating in a fashion industry encounter an extremely dynamic business environment – continuously changing and renewing the product range makes it even more difficult to retain customers. In this case, the efforts of the company and every employee to understand customer expectations and to provide a positive purchasing experience becomes a must. Therefore, it becomes crucial for fashion retailers to continuously measure customer satisfaction with the service quality, identify factors that affect customer satisfaction and, accordingly, to look for opportunities for improvement. SERVQUAL methodological approach and, the specifically five-dimensional model of Assurance, Reliability, Tangibility, Empathy, and Responsiveness was applied measuring customer satisfaction with the service quality of international fashion chain stores in Lithuania. Research revealed the typical demographic and psychographic profile of fashion chain customer and most important factors, affecting customer satisfaction, i.e. the knowledge, and skills of the employees (Assurance dimension), as well as the physical factors related to the interior, layout and pleasant appearance of the employees (Tangibles dimension).