Abstract
To improve fashion shop service quality, this study investigated customer perception and its effect on satisfaction, using questionnaire approach. By factor analysis, three perceived quality dimensions, including shopping atmosphere, personal service and merchandise characteristics, are extracted. By stepwise multiple regression analysis, the effect of perception dimensions on customer satisfaction was investigated. Furthermore, the effect of all of the quality attributes in each perception dimension on customer satisfaction was also investigated. The result shows all of the perception dimensions significantly influence customer satisfaction. Among them, personal service-related attributes were confirmed the key role for the success of fashion shop. Fashion shop managers should reasonably allocate their limited resources to service attributes based on their contributions to customer satisfaction.
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