Abstract: Customer satisfaction is a critical factor for customer experience and retention. It is also a competitive key in the tourism industry. Fashion sector is becoming popular in the Philippines since the fashion stores are now accessible and affordable. The five-service quality adapted by Cronin and Taylor was used in the analysis of the qualitative data gathered from two sets of interview guide questionnaire for the managers and shoppers. Moreover, purposive and snowball sampling was used as a sample technique and narrative analysis was used in the study. The results of this study were utilized for a customer satisfaction output to benefit the selected fashion stores in SM Mall of Asia. Furthermore, this research focuses on selected fashion stores in order to improve customer’s satisfactory and shopping experience. It also aims to merge the fashion and tourism sector as a form of tourist attraction. Also, to introduce the existence of fashion tourism in the Philippines which is a rising concept in the tourism industry.
Keywords: Customer satisfaction, SERVPERF, Fashion Tourism, Fashion stores, Pasay City.
Title: CUSTOMER SATISFACTION IN SELECTED FASHION STORES IN SM MALL OF ASIA PASAY CITY
Author: John Lance Dominic B. Querubin, Dr. Ernesto C. Mandigma Jr.
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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