Influence of service quality on the loyalty and brand image of the main textile fashion chains
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Abstract
In the face of constant evolution, today's textile stores must be more prepared for excessive competition and customer demands when purchasing this type of product. Now, more than ever, service quality has taken on an important role since it is necessary to meet customer requirements and ensure that all the organization's activities contribute to satisfying their needs. The objective of this article is to investigate the influence of service quality on customer loyalty and the mediating character of brand image on this relationship in the main Ecuadorian textile fashion chains, through a relational analysis of the constructs mentioned. The methodology used is quantitative with a sample of 384 textile store customers. The results allow the acceptance of the hypotheses proposed, demonstrating empirically that the quality of service has a positive influence on the loyalty and brand image of textile fashion stores. In addition, from this work, new research can be directed to study consumer behavior and serve as a foundation for companies in the sector to apply marketing strategies and provide a better quality of service to achieve customer loyalty.
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Joyce Jomaira Shagui-González , Universidad Técnica de Machala - Ecuador
I am a person committed to my studies, proactive, punctual, organized, I have great ability to work in a team, collaborative and perfectionist spirit, I was previously part of a working group in which an article on "The White Brands" was made. I am currently in the last semester of the marketing career at the Technical University of Machala
Miriam Yamileth Ruiz-Calva, Universidad Técnica de Machala - Ecuador
I consider myself a responsible and creative person who seeks to achieve all his goals and with the ability to be part of a work team in which he permanently seeks to achieve the values sustained in corporate social responsibility.
María Fernanda Villavicencio-Rodas, Universidad Técnica de Machala - Ecuador
https://orcid.org/ 0000-0002-4881-8341
Research professor at the Universidad
Técnica de Machala, Engineer in
Marketing and Negotiation, Master in
Business Management, PhD Candidate
in
Marketing at the University of Valencia
Spain, Marketing Consultant, Qualified
Trainer (SECAP). Six years of university
Teaching, experience in Marketing,
Marketing Management, International
Marketing, Product Development,
Leadership and Negotiation. Teacher
Member of the COMARK Research
Group. Place of residence Machala
Ecuador
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