Title: The Influencing Factors of Customer Satisfaction with ZARA Brand in Chinese Market
Author: Liang Wanjing
Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 8th STIU International Conference “TechVision Leadership: Fostering Social Sustainability” July 4-5 2024 (pp.423-434) Proceedings PDF
Abstract
ZARA brand marketing strategy is unique in its entry into the Chinese market. It is essential to study the connection between ZARA brand marketing strategy and its customer satisfaction and to find out the successes and shortcomings of the brand marketing strategy, which is of practical significance for exploring the road of brand development in the fast-fashion apparel industry.
The objectives of this study are: 1) To explore the effect of brand personality on customer satisfaction of ZARA brand; 2) To explore the effect of brand communication on customer satisfaction of ZARA brand; and 3) To explore the effect of brand management on customer satisfaction of ZARA brand.
This study adopted the quantitative research method. This study took consumers of the ZARA in the Chinese market as the research subjects. A total of 400 questionnaires were distributed, and 352 valid questionnaires were recovered, with a validity rate of 88.0%. This study found that brand personality, brand communication, and brand management have a significant positive effect on customer satisfaction of ZARA brand. For recommendations, ZARA brand marketing strategy should focus on the following aspects:1) Highlighting brand personality; 2) Strengthening brand communication; and 3) Improving brand management.
Keywords: ZARA brand, customer satisfaction, Chinese market, brand marketing strategy
The Influencing Factors of Customer Satisfaction with ZARA Brand in Chinese Market /
6517195401 Liang Wanjing 2567 (2024) The Influencing Factors of Customer Satisfaction with ZARA Brand in Chinese Market สารนิพนธ์ (Independent Study), Advisor: ดร.จิดาภา ชลธารรัตนพงศ์ – Dr. Jidapa Chollathanrattanapong, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University