| 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 |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b14637388.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 2.78 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/1192