Open AccessThe effect of service marketing mix elements and customer retentiontowards clothing store brands in ChIna
Author(s) -
Bestoon Othman,
Weijun He,
Zhengwei Huang,
Wirya Najm Rashid,
Jing Xi,
Yuan Fang
Publication year - 2021
Publication title -
industria textilă
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.281
H-Index - 14
ISSN - 1222-5347
DOI - 10.35530/it.072.04.1777
Subject(s) - clothing , business , marketing , marketing mix , china , service (business) , promotion (chess) , advertising , product (mathematics) , customer retention , relationship marketing , services marketing , service quality , marketing management , geography , geometry , mathematics , archaeology , politics , political science , law
The aim of this paper was to analyse the impact of service marketing mix (promotion, price, place, product, people,process, physical evidence and after sale service) on customer retention towards clothing store brands in China. Basedon the analysis of past literature, it appeared that there were only few studies examining the empirical relation betweenthe two constructs, particularly in the clothing sector in China. A comprehensive survey approach was used to collectdata from a total of 385 customers visiting clothing stores in the middle part of China (Hubei). SPSS and PLS were usedto analyse the obtained data. The findings showed that there were significant positive effects on customer retention inall dimensions of the service marketing mix. Finally, the findings suggested that after-sales service plays an importantrole in impacting the retention of customers. The contribution of this research was supporting the significancerelationship of the marketing mix elements in influencing the retention of customers in the clothing industry with empiricaldata from China.