Factors Influencing Customer Satisfaction On Brand Success In Clothing Retailing Industry: A Case Study Of Young Adults In UAE (essay).

Importance of selecting appropriate research topic

Factors that Influence Customers Satisfaction on Brand Success in the Clothing Retailing Industry: A Case Study of Young Adults in UAE

One of the most important aspects of research is to select appropriate research topic such that the first step pertaining to the start of the research can be undertaken effectively. In today’s world as we see around ourselves, customers hold important place for the company as they are the ones who help the company to grow being its stakeholders. The clothing retail industry have seen several developments during the recent years and it can be analyzed that brand success if one of the most significant factors to be considered (El-Adly and Eid, 2016). Youth belong to the segment group which have been shopping differently in the last few years, challenging continuously the clothing brands to develop new products and provide effective services now and then. Global economic integration has led to an increase in competitiveness among businesses, and have resulted in constantly shifting market demands. Due to the obvious shifting competitive landscape, customers are now the most significant strategic resource for an organisation. In light of the fact that urbanisation and increased exposure to visual media have increased the number of young adults exposed, businesses have stepped in. Several well-known companies in the fields of fashion, sports, and retail are focusing only on their children's lines. There is a big and unexplored market for young adults (Mirabi et.al, 2015).

Different age groups have been established by retailers. Many studies have shown that a company's profitability is strongly influenced by its customers' level of satisfaction. A company's market share as well as return on investment will be impacted by the loyalty of its consumers, who are more likely to make repeat purchases if they are satisfied. The fashion industry is one of the fastest-growing businesses (Yasa et.al, 2021). As a fashion company, one need to know how to develop the relationship with various customers and keep them coming back for more. If the researcher answers the research question correctly, it will assist them in formulating the question which they are hoping to address (Khraim, 2018). In addition to providing, the researcher with a framework for the study, this may also assist in anticipating future obstacles or difficulties. As a result, you will save money, time, and effort. I myself have experienced the same, that with the changing paradigm of organizations in the global world, fashion industry has outgrown, the urge to buy new clothes and trying on new fashion products is on the rise and thereby I have decided to focus upon youths as the target population for this study.

A research question is a statement that specifies what you intend to study, where you intend to study it, and what your desired conclusion is. The first and most critical step in every research effort is establishing a specific study question. What the researcher is attempting to find out has a direct impact on all other aspects of the research process. If the research is not for academic goals but rather for other aspects of our daily life, then that is correct. What if you are looking into a health issue to determine whether it is something to be concerned about? Research questions can help you make an informed decision about whether or not to seek medical attention–and how swiftly. If you are doing research on a possible company, you will be able to make a better-informed decision about whether or not to apply for an internship or a full-time position there (Snyder, 2019). Once the research topic has been identified, it has an influence on every other part of the research process, such as the generation of hypotheses and the definition of the suitable study design, as well as the study population, study variables, and statistical method. A good research question, on the other hand, is not an easy undertaking; it demands a certain set of personal talents and a systematic approach. With respect to assessing this research topic relating to factors affecting customer satisfaction on the brand success in clothing retail company- a case of UAE young adults, I formulated the research questions in the following manner-

• To assess how customer satisfaction holds important place for clothing retail company
• To assess which factors influence customer satisfaction in clothing retail company in context of young adults
• To determine how customer satisfaction affect brand success within clothing retail company in context of UAE young adults
• To provide strategic recommendations to the clothing retail companies as pursuant to the brand success in context of UAE young adults.

Youth as a target population in clothing retail industry

Number of key words as used by the researcher pursuant to gaining relevant information from this research, ‘clothing retail company young adults’, ‘brand success in clothing retail company’, ‘young adults in UAE marketing’, ‘customer satisfaction in clothing retail company’, ‘youth customer satisfaction UAE marketing’. Every clothing retail has a strong marketing plan in place in order to stay ahead of its rivals. ' A well-thought-out approach will not only keep them afloat in the murky waters of e-Commerce, but it will also allow them to thrive while others are left in the lurch. Since the spring, several of the most popular brands among adolescents have fallen out of favour. Brands with in clothing retail industry are struggling to differentiate themselves from more indifferent customers in this highly competitive market (Hamzah and Shamsudin, 2020). Clothing retailers use emotional branding to connect their customers and handle the rising trend of consumers seeking emotional relationships with a brand in order to become more competitive. Personal sensations and experiences, rather than product traits, features, and facts, are more remembered to customers when it comes to brand ratings (Fernandes, 2013). It is critical to remain on top of the current social media trends if one is targeting youth as a potential audience. Influencers as well as user-generated content play a vital role in the entire communication and marketing approach of online apparel shop for youths. Every photo posted on the firm's social media accounts is now a result of user-generated material that the company has been employing for two years now (UGC). Consumers in their twenties and thirties are expecting that the businesses they support do good for the world and take a stance on the most pressing social concerns of our day. For the most successful businesses, purpose is more than a one-time marketing campaign; it is woven into the fabric of everything they do and who they are (Basari and Shamsudin, 2020). The study shows that young people choose businesses that make their lives simpler, rather than those that want to engage them in dialogue. The majority of people enjoy the convenience of shopping online the most. This suggests that clothing retail company should inculcate strategic measures to that effect such that they can create brand success and high customer satisfaction within UAE youths (Guercini. and Runfola, 2015).

Understanding of philosophical position as well as methodological orientation is significant because it is necessary that meaningful interpretation is carried out with regard to the research outcomes. It provides comprehensive use of general principles pertinent to theoretical thinking, methods of cognition, self-awareness as well as obtaining knowledge for designing, conducting, analysing as well as interpreting research and its outcomes. The selection of appropriate philosophical position as well as methodological orientation is necessary such that relevant conclusions can be drawn from the study (Snyder, 2019). The researcher will make use of interpretivism philosophy in conjunction with the use of inductive approach for conducting interview of managers of famous brands such as H&M, GAP and others in UAE and also undertaking their case study representing the progress over the number of years and analysing their customer segment and strategies used by them for high customer satisfaction and success of the brand. The opinions, perceptions and views so received will significantly help the companies to carry out their business in successful manner. 

References

Basari, M.A.M.D. and Shamsudin, M.F., 2020. Does customer satisfaction matters?. Journal of Undergraduate Social Science and Technology, 2(1).

El-Adly, M.I. and Eid, R., 2016. An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31, pp.217-227.

Fernandes, C., 2013. Analysis of counterfeit fashion purchase behaviour in UAE. Journal of Fashion Marketing and Management: An International Journal.

Guercini, S. and Runfola, A., 2015. Internationalization through e-commerce. The case of multibrand luxury retailers in the fashion industry. In International marketing in the fast changing world. Emerald Group Publishing Limited.

Hamzah, A.A. and Shamsudin, M.F., 2020. Why customer satisfaction is important to business?. Journal of Undergraduate Social Science and Technology, 1(1).

Khraim, H.S., 2018. The influence of involvement and awareness on UAE women attitude towards fashion clothing. International Journal of Marketing Studies, 10(2), pp.76-85.

Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.

Mirabi, V., Akbariyeh, H. and Tahmasebifard, H., 2015. A study of factors affecting on customers purchase intention. Journal of Multidisciplinary Engineering Science and Technology (JMEST), 2(1).

Snyder, H., 2019. Literature review as a research methodology: An overview and guidelines. Journal of business research, 104, pp.333-339.

Yasa, N., Giantari, I.G.A.K., Sukaatmadja, I., Sukawati, T., Ekawati, N., Nurcaya, I., Rahanatha, G. and Astari, A., 2021. The role of relational and informational capabilities in mediating the effect of social media adoption on business performance in fashion industry. International Journal of Data and Network Science, 5(4), pp.569-578.