Research On Quality System, Customer Satisfaction, Customer Loyalty In Fashion Industry: Case Study Of Uniqlo

Abstract

Uniqlo is one of the world's largest Apparel Fashion firms. Uniqlo's business strategy integrates the entire clothing making process, from planning and design to production, distribution, and retail. This research's business strategy and solutions can be utilized by Uniqlo Indonesia to boost customer awareness, sales, and customer loyalty. The development of customer loyalty is a strategic objective for most companies. There are many different terms used in business today to describe the process of building customer loyalty. The article describes the benefits of building customer loyalty and explores the essential strategic considerations for companies contemplating the development of loyalty initiatives. it also establishes the relationship between how brands are built and how customer relationships are cultivated in a manner that leads to loyalty. The purpose of this study is to assess service quality, customer satisfaction and customer loyalty of UNIQLO and to find out if the brand image has a positive effect on customer satisfaction and customer loyalty. The results confirmed that service quality has a positive direct effect on customer satisfaction as well as customer satisfaction to customer loyalty and service quality to customer loyalty. In addition, brand image has a positive moderating effect between customer satisfaction and customer loyalty. The results from the study include xx male respondents and xx female respondents. In addition, the study includes reliability analysis, factor analysis, regression analysis and descriptive statistical analysis. Brand image can be defined as the consumer's perception of the value proposition offered by a brand, as noted by Taqi and Muhammad (2020). A strong brand effectively engages with customers and communicates its unique value proposition. This perception is influenced by various sources, including the customer's personal experiences with the brand, their knowledge gained from existing market offerings, and previous interactions with the company, which collectively shape their perceptions. Additionally, customers may also establish associations based on the information they acquire about specific offerings in the market. Therefore, brand image represents how individuals mentally perceive and evaluate a brand, its associated products, or services. Moreover, it encompasses the symbolic significance customers attribute to specific attributes of a product or service (Abbas et al., n.d.).