| dc.description.abstract | Fashion has become a diverse industry, contributing to the global economy and having a
major cultural, social and environmental impact. In Vietnam, there are many fashion
brands, but not all brands can last long. Fashion brands must strive and make tireless
efforts to build customer loyalty. A customer's brand loyalty to a company brings many
benefits such as positive word of mouth; increase the relative bargaining power of
organizations; increase return on investment... Therefore, this study investigates the
factors specifically service quality, brand image, and customer satisfaction that influence
customer loyalty to fashion brands through analyzing the case study of the brand “Uniqlo”
among gen Z in HCM city. Quantitative approaches were used in the research and in this
study, the research is based on data collected through survey questionnaire which were
filled by 300 respondents who are a gen Z and are the customer of Uniqlo in Ho Chi Minh
City. In order to undertake analysis and evaluation of the scale, to evaluate the theoretical
model and hypotheses, the survey results were gathered, cleaned, and coded before being
entered into the statistical data processing software AMOS. The results and findings of
the study highlight elements that businesses should focus on and improve to maximize
revenue | en_US |
