Customer Satisfaction Strategies on emerging European Sportswear Retailers

Nagendra, Sanjana (2024) Customer Satisfaction Strategies on emerging European Sportswear Retailers. Masters thesis, Dublin, National College of Ireland.

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Abstract

One of the main elements for enhanced customer satisfaction is purchasing behaviour, which has both positive and negative effects on the brand value of a company. A comprehensive idea regarding the elements of a retail sector is established in the following sections that are responsible for developing a quantitative analysis of customer satisfaction within retail sectors. Increased competition within retail sectors is also a major factor that is responsible for changing purchasing behaviour within retail sectors. The hypotheses provided in the following sections are critical for isolating effective solutions for improved customer satisfaction within retail sectors. The SERVQUAL theory is highlighted in the literature review section which is necessary for the assessment of the efficacy of the study. Moreover, the research questions and objective of the study are critical for the effective enumeration of the respective context. The research design for the chapter provides a comprehensive analysis regarding the questionnaire for the data collection process of the research. The data analysis is performed with the help of IBM SPSS where both parametric and non-parametric tests are completed for the enumeration of the survey questionnaires. A comprehensive overview is provided in the following section for the quantitative estimation of the dataset using both parametric and non-parametric estimations. Tests like normality, reliability, and validity have been provided. Moreover, linear and binomial regression for the analysis have been performed. It is conclusive that there is a definite need for customer satisfaction within the retail sector that is working within emerging European sectors. However, the results and discussion of the analysis are provided in both a qualitative and quantitative manner allowing for a comprehensive analysis of the study. It is therefore critical that customer satisfaction within retail sectors is assessed for the appropriate enumeration of the volatile market and antecedents.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Hanly, Paul UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HF Commerce > Customer Service H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Fashion Industry H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business > Master of Science in International Business
Depositing User:	Ciara O'Brien
Date Deposited:	11 Aug 2025 11:54
Last Modified:	11 Aug 2025 11:54
URI:	https://norma.ncirl.ie/id/eprint/8485

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