Alfaisal University OPM 370: Clothing Store Customer Satisfaction

This report presents a quality management analysis of customer satisfaction in Saudi Arabian clothing stores, specifically focusing on Zara and H&M. The study, conducted as a student assignment for OPM 370 at Alfaisal University, involved a survey of 52 participants. The report examines customer demographics, spending habits, and experiences within the stores, evaluating factors such as cleanliness, store atmosphere, service quality, and employee interactions. Findings indicate that while store decor and customer service are generally well-received, there is room for improvement in areas like welcoming clients and recognizing special occasions. The report concludes with a discussion of limitations, suggesting that the sample size and student-focused demographic may limit the generalizability of the results, and provides recommendations for enhancing customer satisfaction.

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Running head: QUALITY MANAGEMENT
Saudi Customer Satisfaction about Clothing Stores
Quality Management (OPM 370)
Professor Dr. Rahma Lahyani
February 16th, 2019
Group Members
Name Student ID Course Code

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Study of clothing’ s customers satisfaction
Introduction
Customer satisfaction is a word that is occasionally mentioned in marketing. By
definition it can be stated to be the measure of how products and services of a firm are able to
meet the expectation of the company’s clients. Its computation entails gauging the percentage of
all the company clients whose experience on their dealing with the firm exceed some specified
satisfaction targets (Parker & Wang, 2016). The consumer satisfaction is viewed as a very vital
performance indicator and is often a component of the balance scorecard (Farris, et al. 2010).
Business operating in a competitive marketing environment such as the clothing sector see
customer satisfaction as a primary differentiator and have in recent time been pursued as a key
strategy in business.
To enhance revenue generation in an organisation there is need to strive to retain the
current customers while at the same time strategizing on how to acquire non-customers. by
measuring the customer satisfaction, a firm is able to gauge its success in providing products and
services in the market. The customer satisfaction is gauged at the individual level though it’s
occasionally reported overall at the aggregate level (Morgeson & Petrescu, 2011). It is measured
along various dimensions that do vary depending on the nature of services and products offered
by a given firm. As research on consumer experience intensifies, there is more proof to support
that consumers do purchase goods and services for benefits that can be classified into tow
distinct categories that is; hedonic and utilitarian (Fornell, Rust, & Dekimpe, 2010). Hedonic
benefits are attached to sensory and experimental features of the product while utilitarian
advantages are attributed rather to instrumental and functional features of a product. Customer
satisfaction even though can be viewed as an ambiguous concept has grown to be an area of
interest in business marketing. This was the basis for our decision to look into it in this report. In
this report the objective is to carry out a market survey record the data, analyse it and thereafter
present the findings in form of a business report.
Method
This report though is meant to evaluate customer satisfaction which is a qualitative
variable is designed in quantitative manner. The data is collected via numerical figures that have

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been applied to derive quantitative aspects of the variable under study (Patterson, 2010). The
survey was conducted among Saudi Arabians students with the focus being on experience at
clothing stores. To allow for comparability two brands dealing with clothes were selected that is
Zara and H & M. The data was collected through a survey that was prepared and filled online by
participants. In total 52 individuals took part in the survey and the data was recorded for analysis.
The breakdown and analysis of the collected data sample was done using the Microsoft Excel
software and findings drawn in form of a business report.
Analysis
Customer description. Out of the participants who took part in the survey, H & M do
have the highest percentage of young clients at least 43% of their customers are between 18 to 20
years of age contrary to Zara which hard only 30% falling within this age bracket. At least 50%
of those who preferred the Zara brand are aged 21-22.the general trend is that the older students
have a preference for the H & M brand as compared with the number that prefers the Zara brand.
Looking at the gender structure there is a very small difference in terms of product preference.
57% of Zara clients are female while 56% of the H & M clients are males. One area that seems
to define purchase decision is the students’ college, those from college of business seems to be
more attracted to fashion with at least 63% of Zara clients and 62% of H & M clients falling in
this category. Students do allocate a varied budget to clothing expenses, a general view though
indicates that majority have less than 200 SAR set aside for clothes. Even though the clients of
Zara do spend a little more, the difference is statistically insignificant.
Customer experience at the stores. The aim of this analysis is to try understand client’s
feelings towards the brand stores. When it comes to cleanliness and convenience of the fitting
rooms, clients from both ends have a neutral agreement. Despite this most of those who visited H
& M are happy with the condition of the stores with 37 agreeing they are clean against 35% that
says so for the Zara stores.

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Majority of both the Zara and H & M clients do agree that the décor and atmosphere
around the stores are maintained to an appealing level. 60% of Zara and 61% of the H & M
clients being in support. The two brands do have a tendency to keep their promise of returning
merchandise within a certain time period. This is according to 74% of those who purchased
products from Zara and 68% of H & M clients. The two firms seem to be dedicated to keeping
their words to the clients. Furthermore, as away of enhancing consumer experience with the
firms all of them do perform error free purchase transactions. That is the consumers are accorded
the right size and fittings whenever they buy clothes from either of the Zara or H & M stores.

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On top of the error free purchase that is Offered by the firms, clients have confirmed that
employees at both ends do give a quick service with either one or more employees being
available to consumers where necessary.
Treatment by employees. One area that both the firms seems to handle lightly is
welcoming clients and creating a home environment for them while at the store. From the
responses by the participants only a handful can agree that they were appreciated while at the
stores. The rest seem to have no or little memory of such treatments.
Recognition of special occasions is also still not on the priority list of the two
organisations. For instance, only 23% of Zara clients agreed to have received promo codes on
special occasions with only 18% of H & M recalling the same. The big percentage that strongly
disagreed to having received such treatment is an indication that there is still room for
improvement when it comes to enhancing consumer satisfaction.
Gauging by their contact with the employees most of the students who purchased
products can affirm that the Zara employees were knowledgeable. This though is not the case
with H & M clients a big percentage are either having a neutral feeling or strongly disagree that
the H & M employees do understand their roles. Furthermore, while at the stores Zara clients did
affirm that their safety was accounted for. Again, this is an area that H & M seems to fall short
with nearly half the clients having a neutral feeling.

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Conclusion
The importance of consumers to an organization is one aspect that cannot be over
emphasised. The core purpose of business existence is to provide a unique set of goods or
services (or both). In this regard all businesses do have a group of people that they depend on for
revenue generation in form of sales. Product demand is driven by consumer satisfaction. The
more a client feel contented by a brand the more they are likely to develop loyalty to it. The
above considerations have made consumer satisfaction to be an objective that most company
marketing department are angling to achieve.
As a way of measuring satisfaction of Saudi Arabian students consuming two brands of
clothing (Zara and H &M) we conducted a survey that had 52 participants. This data was
recorded in Microsoft excel (attached) and analysed to get a view of consumer treatment and
their feeling regarding the brands. The cleanliness and convenience of the stores for both the
products are still not up to the excellent standards that the consumers do expect. The decor and
atmosphere of the stores is though favoured by most clients from both ends. When it comes to
customer service most of the firms are doing great. Offering error free services, availing an
employee to assist clients during purchase as well as keeping the promise of returning
merchandise are some of the steps that firms have gotten right. There are some areas that can do
with adjustments so as to optimise the consumer satisfaction; offering security guarantee and
giving special attention to client’s special days being just a few.

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The survey has one limitation that is; the sample utilised was only for students and also
very small. This limits the accuracy to which the model can be applied to predict the entire
market situation.

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References
Farris, P. W.; B., Neil T.; P., Phillip E.; R., David J. (2010). Marketing Metrics: The Definitive
Guide to Measuring Marketing Performance. Upper Saddle River, New Jersey: Pearson
Education, Inc.
Fornell, C., Rust, R., & Dekimpe, M. (2010). The Effect of Customer Satisfaction on Consumer
Spending Growth. Journal of Marketing Research, 47(1), 28-35.
Morgeson, F. V., & Petrescu, C. (2011). Do They All Perform Alike? An Examination of
Perceived Performance, Citizen Satisfaction and Trust with US Federal Agencies.
International Review of Administrative Sciences, 77(3), 451-479.
Parker, C. J., & Wang, H. (2016). Examining hedonic and utilitarian motivations for m-
commerce fashion retail app engagement. Journal of Fashion Marketing and
Management, 20(4), 487–506.

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Appendix
Survey questions
Quality Management Survey ZARA H&M
Q1. Please Indicate your age:
Q1.1 18-20 30.56% 43.75%
Q1.2 21-22 50.00% 37.50%
Q1.3 23-24 16.67% 12.50%
Q1.4 24+ 2.78% 6.25%
Q2. Please Indicate your gender:
Q2.1 Female 57.14% 43.75%
Q2.2 Male 42.86% 56.25%
Q3. Please Indicate what College you are in:
Q3.1 College of Business 63.89% 62.50%
Q3.2 College of Medicine 8.33% 0.00%
Q3.3 College of Engineering 22.22% 31.25%
Q3.4
College of Science & General
Studies 5.56% 6.25%
Q4. Please indicate what Year of Study you are in:
Q4.1 Freshman 13.89% 6.25%
Q4.2 Sophomore 19.44% 25.00%
Q4.3 Junior 22.22% 25.00%
Q4.4 Senior 41.67% 43.75%
Q4.5 Fresh Graduate 2.78% 0.00%
Q5. How much do you spend on clothing per month?
Q5.1 0-200 SAR 33.33% 50.00%
Q5.2 200-500 SAR 27.78% 31.25%
Q5.3 +500 SAR 38.89% 18.75%
Q7. Are the fitting rooms clean and convenient?
ZARA H&M
Q7.1 Strongly agree 2.78% 12.50%

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Q7.2 Agree 33.33% 25.00%
Q7.3 Neutral 50.00% 50.00%
Q7.4 Disagree 5.56% 12.50%
Q7.5 Strongly disagree 8.33% 0.00%
Q8. Are the store atmosphere and decor appealing?
ZARA H&M
Q8.1 Strongly agree 8.33% 18.75%
Q8.2 Agree 52.78% 43.75%
Q8.3 Neutral 25.00% 25.00%
Q8.4 Disagree 5.56% 6.25%
Q8.5 Strongly disagree 8.33% 6.25%
Q9. Do they return merchandise by a certain time as promised?
ZARA H&M
Q9.1 Strongly agree 19.44% 31.25%
Q9.2 Agree 55.56% 37.50%
Q9.3 Neutral 22.22% 25.00%
Q9.4 Disagree 2.78% 6.25%
Q9.5 Strongly disagree 0.00% 0.00%
Q10. Do they perform error-free purchase transactions? (e.g. Right size and fitting)
ZARA H&M
Q10.
1 Strongly agree 8.33% 18.75%
Q10.
2 Agree 61.11% 56.25%
Q10.
3 Neutral 16.67% 25.00%
Q10.
4 Disagree 13.89% 0.00%
Q10.
5 Strongly disagree 0.00% 0.00%
Q11. Do the employees give prompt\quick service?

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ZARA H&M
Q11.
1 Strongly agree 2.78% 25.00%
Q11.
2 Agree 38.89% 18.75%
Q11.
3 Neutral 38.89% 25.00%
Q11.
4 Disagree 16.67% 18.75%
Q11.
5 Strongly disagree 2.78% 12.50%
Q12. Did one or more associates\employees offer to help you?
ZARA H&M
Q12.
1 Strongly agree 5.56% 18.75%
Q12.
2 Agree 38.89% 12.50%
Q12.
3 Neutral 30.56% 25.00%
Q12.
4 Disagree 16.67% 31.25%
Q12.
5 Strongly disagree 8.33% 12.50%
Q13. Were you made to feel welcome during your visit? (e.g. greeted and\or thanked by one or more employee)
ZARA H&M
Q13.
1 Strongly agree 2.86% 12.50%
Q13.
2 Agree 31.43% 31.25%
Q13.
3 Neutral 48.57% 31.25%

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Q13.
4 Disagree 17.14% 25.00%
Q13.
5 Strongly disagree 0.00% 0.00%
Q14. Do they offer discounts or promo codes on special occasions? (e.g. Birthdays)
ZARA H&M
Q14.
1 Strongly agree 11.11% 0.00%
Q14.
2 Agree 13.89% 18.75%
Q14.
3 Neutral 19.44% 31.25%
Q14.
4 Disagree 33.33% 37.50%
Q14.
5 Strongly disagree 22.22% 12.50%
Q15. Were the associates\employees knowledgeable? (e.g. Right size and fitting)
ZARA H&M
Q15.
1 Strongly agree 14.29% 6.25%
Q15.
2 Agree 48.57% 18.75%
Q15.
3 Neutral 25.71% 68.75%
Q15.
4 Disagree 8.57% 0.00%
Q15.
5 Strongly disagree 2.86% 6.25%
Q16. Did you feel safe with your money transactions with this store?
ZARA H&M