Customer experience management: A study of humanic versus mechanic clues and business sustainability of selected Nigeria local fashion brands

Abstract

The primary aim of this study was to evaluate the impact of humanistic and mechanical indicators on the concept of sustainability. Embarking designers create brands to fulfill creative needs, but fashion entrepreneurs must evaluate challenges with discernment and expertise, understanding customer-centric product design. This study examined how local fashion brands in Nigeria manage customer experience in accordance with this fundamental principle of sustainability. In order to accomplish the stated aims, two hypotheses were derived based on the study questions posed. The study employed a mixed method, where a survey and an interview were used to get responses from the employees and customers. The survey was generated via a structured questionnaire and distributed online. The investigation employed a descriptive research approach, distributing and retrieving 103 copies of the questionnaire from the employees of the two selected local fashion brands. Using the structural equation model (SEM-Smart-PLS), the study found that humanic and mechanic clues both have a significant influence on sustainability. Based on the findings, it was recommended that fashion companies ought to provide training to their personnel to surpass client expectations, cultivate a welcoming work environment, and strategically position fittings to generate a favourable psychological influence on prospective buyers.