Measuring customer service quality of luxury fashion brands in Hong Kong

Abstract

Customer service quality is playing a significant role in the luxury fashion industry in Hong Kong; therefore, retailers constantly put many efforts on improving to satisfy their customers. However, most of the recent studies about luxury fashion brands focused on studying its brand equity, brand loyalty and brand trust. It is significant that there are limited research concentrate on investigating the field of services quality of luxury fashion brands in Hong Kong recently. In this research, Retail Service Quality System (RSQS) is applied for measuring retail service quality of luxury fashion brands in Hong Kong. The aim is to provide a picture to luxury fashion retailers about the customer expectations towards an excellent and popular luxury fashion brand; and also the actual service performance the customers perceived. Our research team finds that reliability and personal interaction are perceived as the worst parts of service delivered by luxury fashion retailers. Moreover, general policy is the dimension that expected the most by customers. The article is concluded with the recommendation to the luxury fashion retailer in Hong Kong.