Quality in fashion retailing

Lai Ngun Sun, Kin Man To, Chun Sun Leung

Research output: Publication in policy / professional / specialist journalArticle (for policy / professional audience)Academic researchpeer-review


In a paper presented to the 6th Asian Textile Conference, service quality and provision by a Hong Kong fashion retailer are examined. It is assessed on the basis of customer expectations, and a 22-item scale used to access data from customers, frontline service providers and management. The history and evolution of service marketing literature is described in three stages. Recent studies covering perceived service quality from the perspectives of both fashion retailer and customers are reviewed. The development and function of the SERQUAL model as a widely accepted comprehensive instrument to measure service quality are described. The SERQUAL questionnaire was implemented in eight retail shops in a large chain store selling men's casual wear in Hong Kong. The SERQUAL methodology is explained with three questionnaires for management, front line operations staffs and customers. Interviewer selection, training and data collection are covered, followed by further in-depth interviews with management. It was felt SERQUAL was a straightforward and easy to use method.
Original languageEnglish
Number of pages4
Specialist publicationTextile Asia
Publication statusPublished - 1 Jan 2002

ASJC Scopus subject areas

  • Business, Management and Accounting(all)
  • Business and International Management
  • Chemistry (miscellaneous)
  • Industrial and Manufacturing Engineering
  • Polymers and Plastics

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