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6.4.2apparel brand of customer satisfaction with the situation
6.4.3H brand clothing Customer Satisfaction Index survey of calculation
6.5structural equation model and a direct impact on hypothesis testing
6.5.1related test
6.5.2structural equation model test
6.6conditioning impact hypothesis testing
4.6.1Analysis
4.6.2 conclusion
6.7customers are not satisfied with the reasons for analysis
7 the analysis and recommendations of brand clothing enterprises to improve customer satisfaction strategy

Appendix
Questionnaire
Thank you for your participation.
This study is designed to investigate the effectiveness of customer loyalty programme in fashion retailing industry in China. Your personal information provided in this questionnaire will be kept in a secure manner, which will be destroyed after the research is concluded. All responses are confidential and will not disclose to any third party.

Please tell me about yourself:
1. Your age:
2. Your gender:
3. Your marriage status:
4. What is your annual individual income?
5. What is your education background?
Section A. Brands Perception
The following questions ask you about your perceptions of the fashion brands. Please indicate how strongly you agree with each of the following statements regarding your perceptions of the brands. The brands you purchased appear as XXX in questions.
(1: Strongly Disagree, 3: Neutral, 5: Strongly Agree)

XXX offers attractive styles that meets my need 1 2 3 4 5
XXX makes customers aware of their new styles 1 2 3 4 5
XXX brand represents a social status 1 2 3 4 5
XXX brand has a good corporation image 1 2 3 4 5
XXX brand is a fashion symbol 1 2 3 4 5
XXX corporation has respected social responsibilities. 1 2 3 4 5

Section B. Brands Quality

Please express your perceptions of quality of XXX brands you have purchased for the following items.
Items Poor Fair Good Very Good Excellent
Fabric 1 2 3 4 5
Colour 1 2 3 4 5
Comfortable 1 2 3 4 5
Style 1 2 3 4 5
Product package 1 2 3 4 5

Section C Customer Services
Please express your perceptions of XXX brands' customer services quality for the following items.

Items Poor Fair Good Very Good Excellent
Customer services offered by the sales representatives at XXX stores 1 2 3 4 5
The shopping suggestions offered by the sales representatives at XXX stores 1 2 3 4 5
The contact points at XXX stores 1 2 3 4 5
After-sale customer services 1 2 3 4 5

Section D Price Perceptions
Please indicate how strongly you agree with the following statements about your perception of price of XXX brands.
(1: Strongly Disagree, 3: Neutral, 5: Strongly Agree)
XXX's products are reasonable priced 1 2 3 4 5
XXX products are good enough for the price. 1 2 3 4 5
XXX products are economical 1 2 3 4 5

Section E Customer Value Perceptions
Please indicate how strongly you agree with the following statements about your perception of price of XXX brands.
(1: Strongly Disagree, 3: Neutral, 5: Strongly Agree)
XXX brand products would make me feel good. 1 2 3 4 5
XXX brand products meet me expectations. 1 2 3 4 5
XXX brand products help me to feel acceptable by others 1 2 3 4 5
XXX brand products would make me feel special. 1 2 3 4 5
XXX brand would give its owner social approval. 1 2 3 4 5

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