Central European Business Review 2020, 9(1):43-55 | DOI: 10.18267/j.cebr.228

Customer Loyalty-Related Marketing Measures in Fashion Markets

Bodo Möslein-Tröppner1, Michael Stros2, David Øíha3
1 Duale Hochschule Ravensburg, Germany, moesleintroeppner@dhbw-ravensburg.de
2 University of Applied Sciences and Arts of Southern Switzerland (SUPSI), Switzerland, michael.stros@ffhs.ch
3 University of Economics, Prague, Faculty of Business Administration, david.riha@vse.cz

The textile industry has been massively affected by structural changes in recent years. The fashion market is currently in a phase of stagnation. This means that market saturation has been reached, competition between companies and retailers has increased, and predatory competition has set in. Gains in market share are mainly achieved through an aggressive pricing policy, for example, through earlier price reductions. Nonetheless, there are still uncertainties regarding specific product mix-related marketing measures in fashion markets. There is a lack of scientific evidence about the exact proportion of product mix-related marketing measures used.
As an aim, this study focuses on the effects of various influencing factors on consumer loyalty. Factors examined include product quality, product selection, service quality and price-to-performance ratio. To investigate the proportion of the chosen marketing measures, a conceptual model was proposed, four hypotheses were derived.
In order to shed more light on fashion markets related marketing measures, the research methodology of cross-sectional face-to-face survey research was applied. For this purpose, randomly sampled fashion shoppers were asked to answer a questionnaire, using tablets. The collected data were then analysed using multiple regression and evaluated.
Implications for Central European audience: The study has derived some remarkable key findings that contrast with other non-fashion markets. First of all, service quality is not the most important factor, whereas product quality is an important criterion for the price-to-product ratio and consequently, for customer loyalty. Finally, practical guidelines are provided, limitations discussed and suggestions for future research provided.

Keywords: fashion market; customer loyalty; product mix; marketing
JEL classification: M31

Received: September 17, 2019; Revised: October 17, 2019; Accepted: December 1, 2019; Prepublished online: March 22, 2020; Published: March 31, 2020  Show citation

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Möslein-Tröppner, B., Stros, M., & Øíha, D. (2020). Customer Loyalty-Related Marketing Measures in Fashion Markets. Central European Business Review, 9(1), 43-55. doi: 10.18267/j.cebr.228
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