Service quality toward customer satisfaction on fashion retailing system in Vietnam, the case of Ninomaxx (Viet fashion company) in Ho Chi Minh city

Abstract

This thesis is aimed to measure the customer‟s perceptions toward retail service quality of Ninomaxx through its fashion retailing system. The main problem of this study was whether customers are satisfied with service quality of Ninomaxx or not. The findings of this research are most useful to managers. Designers of Ninomaxx who want to penetrate the fashion retailing market. This research also found out how service quality affect to customer satisfaction and the relationship between them. The study was basically a survey that used both qualitative and quantitative approaches. The questionnaire utilized was based on the SERQUAL instrument that identifies five quality dimensions in service environment. The findings indicate that most of respondents are not really satisfied with the retail service quality of Ninomaxx. Furthermore, from the initial five dimensions, three new dimensions are extracted to accord with the retail service context. These dimensions have correlation with each other and also affect the Satisfaction‟s level of customers. However, there are just two of them, named Reliability and Contribution can be predictors of Customer Satisfaction. Generally, the study implies that Ninomaxx should improve their services

quality to be more successful in fashion market.