The relative significance of product quality attributes driving customer satisfaction in the fast fashion market: A UK perspective

As a result of recent global trends, high street retailers are under increasing pressure to sustain the low cost business model whilst at the same time fulfilling the needs of an increasingly demanding consumer. This paper examines customer expectations of product quality and customer satisfaction drivers in the context of fast fashion using a segmentation analysis approach within the female target group, since this is largest group for purchasing clothing (Zhang et al., 2002). A questionnaire survey, using a quota sample of 500 respondents was implemented both online and offline in the North West of the UK. A descriptive one–way ANOVA and correlation analysis was conducted using SPSS (Mac 20.0) and excel to test hypotheses created from the existing literature. The findings confirm that expectations and satisfaction drivers vary between different types of shoppers on the high–street.