Challenges of customer satisfaction in the fashion design industry case study of fashion designers in the Ho municipality

Abstract

Customer has become the most important strategic resource for fashion design businesses. Customer satisfaction can influence good customer service with high complexity and invisibility, especially with different political, economic and social environment. Hence, this research work is aimed at investigating into the problems of customer satisfaction in the fashion design industry. The study adopted the use of qualitative and quantitative survey method of research design to investigate the problems of customer satisfaction in the fashion design industry. Both secondary and primary data were used for the study. The target population for the study consisted of major fashion designers in the Ho municipality numbering 56 designers and 24 customers sampled for the study. The sampling techniques used for the study were convenience sampling technique and purposive sampling technique. Purposive sampling technique was used to sample out the fashion designers whiles convenience sampling technique was used to sample out customers contacted for the study. The study found out that the challenges of customers, satisfaction included delays in service delivery, poor customer services, designers ignoring the views of customers in relation to the service rendered, concealing important information from customers regarding the services, poor communication between designers and their customers and poor quality of services rendered by designers. The study recommended that customers must practically disclose every detail of how they want their designs to be to the designers in order to meet customer expectation and designers must be very quick to respond to the queries of customers to ensure trust and honesty in service delivery.