Relationship among Interpersonal Relationship, Customer Satisfaction and Brand Loyalty in Fashion Retailing Industry

S. L. Hui, Rachel W.Y. Yee

    Research output: Journal article publicationJournal articleAcademic researchpeer-review

    12 Citations (Scopus)


    Due to the recent emergence of numerous retail options, the fashion market has become more competitive. Consumers are offered more products choices for their purchase. This has created significant challenges to fashion retailers in attracting new and retaining existing customers. This research proposes that an interpersonal relationship between employees and customers is an effective means for companies to influence the purchase decisions and experiences of customers. We have conducted an empirical study to investigate the impact of interpersonal relationships on customer satisfaction and brand loyalty in the casual wear market. Our findings show that trust in an interpersonal relationship between customer-contact employees and customers has a positive effect on customer satisfaction, which in turn, leads to brand loyalty. We suggest that fashion retailers provide training programs to equip frontline employees with professional skills that deal with issues involved in interpersonal relationships. This is an effective means that help customer-contact employees master the necessary skills to satisfy customer needs and retain customers.

    Original languageEnglish
    Pages (from-to)65-72
    Number of pages8
    JournalResearch Journal of Textile and Apparel
    Issue number1
    Publication statusPublished - 1 Feb 2015


    • Brand Loyalty
    • Customer Satisfaction
    • Emotion
    • Fashion Retailing
    • Interpersonal Relationship
    • Trust

    ASJC Scopus subject areas

    • Business and International Management
    • Materials Science (miscellaneous)
    • Industrial and Manufacturing Engineering
    • Management of Technology and Innovation


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