Consumer perception of quality dimensions on blouse/shirt

Pao Yue-kong Library Electronic Theses Database

Consumer perception of quality dimensions on blouse/shirt


Author: Tam, Po-yi Boggie
Title: Consumer perception of quality dimensions on blouse/shirt
Degree: M.A.
Year: 1999
Subject: Clothing trade -- China -- Hong Kong -- Quality control
Consumer behavior -- China -- Hong Kong
Quality of products -- China -- Hong Kong
Hong Kong Polytechnic University -- Dissertations
Department: Multi-disciplinary Studies
Institute of Textiles and Clothing
Pages: 72 leaves : ill. ; 30 cm
Language: English
InnoPac Record:
Abstract: This study aimed to measure the consumer's expectation amongst the different dimensions of product quality and retail service quality during the course of purchasing a garment. Several things were also identified: the correlation between product and service quality, the relationship between quality dimensions and the demographic factors of respondents and the influential quality dimensions in product and service quality. Finally, a model for consumer perceptions of apparel quality on the aspect of service and product quality dimension was proposed. Quality characteristics were identified from the consumer's point of view using Garvin's eight-dimension and Zeithaml's five-dimension model to guide the choice of relevant characteristics. An instrument was developed from interviews with 2-focus groups using blouse/shirt as the sample product. A convenience sample of 226 subjects were recruited from areas of commercial centres where big business firms and large shopping centres are located. The results indicated that there was a strong positive correlation between product and service quality. Gender, age and occupation were not the factors that affected individuals' expectation on garment quality and retail service quality. However, education and salary income were two of the factors that affected the respondents' expectation in individual quality dimensions. Moreover, men, higher income subjects and managers/administrators and professionals were frequent users of shirt/blouse. Higher income group had a higher tendency to buy a higher priced blouse/shirt. By factor analytic procedure, five factors were extracted from product quality (garment construction, garment care, durability/reliability, perceived quality and aesthetic) and four factors from service quality (management of shop & salesmen, customer understanding, shop environment and availability). A model was established from these factors accordingly. Recommendations were given to explore consumer perceptions of product and service quality in different product categories, post-stage of buying and overall quality. Then, a more reliable and representative model of product/service quality in fashion retailing may yield.

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