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| Article Name : | | | A STUDY ON CUSTOMER PERCEPTION OF SERVICE QUALITY IN CLOTHING RETAIL INDUSTRY WITH SPECIAL REFERENCE TO TIRUCHIRAPPALLI TOWN | | Author Name : | | | Rajesh. J , S. Chandramohan | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-6169 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | The competitive nature of the industry is forcing clothing retail stores to concentrate on differentiation in order to gain competitive advantage over opposition in order to retain existing customers, attract new customers, and ultimately increase their chances of long-term survival. Considering the competitive environment, there is a need for a retailing strategy that differentiates one clothing store from another. This can be achieved through the delivery of high service quality. Moreover, fashion consumers today are savvier, better informed, more sophisticated and discriminating that they expect service quality (e.g. helpful and courteous salespeople, convenient store layout etc) apart from the quality of merchandise purchased. The practice of excellent service quality has been proven to lead to increased customer satisfaction and significantly indicate the effectiveness of the retailers’ performance. | | Keywords : | | |
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