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Customer Loyalty-Related Marketing Measures in Fashion Markets

Author

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  • Bodo Möslein-Tröppner
  • Michael Stros
  • David Říha

Abstract

The textile industry has been massively affected by structural changes in recent years. The fashion market is currently in a phase of stagnation. This means that market saturation has been reached, competition between companies and retailers has increased, and predatory competition has set in. Gains in market share are mainly achieved through an aggressive pricing policy, for example, through earlier price reductions. Nonetheless, there are still uncertainties regarding specific product mix-related marketing measures in fashion markets. There is a lack of scientific evidence about the exact proportion of product mix-related marketing measures used.As an aim, this study focuses on the effects of various influencing factors on consumer loyalty. Factors examined include product quality, product selection, service quality and price-to-performance ratio. To investigate the proportion of the chosen marketing measures, a conceptual model was proposed, four hypotheses were derived.In order to shed more light on fashion markets related marketing measures, the research methodology of cross-sectional face-to-face survey research was applied. For this purpose, randomly sampled fashion shoppers were asked to answer a questionnaire, using tablets. The collected data were then analysed using multiple regression and evaluated. Implications for Central European audience: The study has derived some remarkable key findings that contrast with other non-fashion markets. First of all, service quality is not the most important factor, whereas product quality is an important criterion for the price-to-product ratio and consequently, for customer loyalty. Finally, practical guidelines are provided, limitations discussed and suggestions for future research provided.

Suggested Citation

  • Bodo Möslein-Tröppner & Michael Stros & David Říha, 2020. "Customer Loyalty-Related Marketing Measures in Fashion Markets," Central European Business Review, Prague University of Economics and Business, vol. 2020(1), pages 43-55.
    • Handle: RePEc:prg:jnlcbr:v:2020:y:2020:i:1:id:228:p:43-55
    DOI: 10.18267/j.cebr.228
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    References listed on IDEAS

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    1. V. Balachandran & Dennis H. Gensch, 1974. "Solving the "Marketing Mix" Problem using Geometric Programming," Management Science, INFORMS, vol. 21(2), pages 160-171, October.
    2. Bolton, Ruth N & Drew, James H, 1991. "A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 375-384, March.
    3. Johnson, Michael D. & Fornell, Claes, 1991. "A framework for comparing customer satisfaction across individuals and product categories," Journal of Economic Psychology, Elsevier, vol. 12(2), pages 267-286, June.
    4. Miller, K.W. & Wilder, L.B. & Stillman, F.A. & Becker, D.M., 1997. "The feasibility of a street-intercept survey method in an African- American community," American Journal of Public Health, American Public Health Association, vol. 87(4), pages 655-658.
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    Cited by:

    1. Nourhan Ah. Saad & Sara Elgazzar & Sonja Mlaker Kac, 2022. "Investigating the Impact of Resilience, Responsiveness, and Quality on Customer Loyalty of MSMEs: Empirical Evidence," Sustainability, MDPI, vol. 14(9), pages 1-20, April.
    2. Tantri Yanuar Rahmat Syah & Patrick Christian Alimwidodo & Lovinda Lianti & Holila Hatta, 2022. "Perceived Price as Antecedent of Satisfaction and Loyalty: Learn from Fast Food Multinational Restaurants in Indonesia," Central European Business Review, Prague University of Economics and Business, vol. 2022(4), pages 63-84.

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    More about this item

    Keywords

    fashion market; customer loyalty; product mix; marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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