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An Investigation Of Small Apparel Retailers’ Definition Of Customer Satisfaction Using A Naturalistic Approach, Sandra L. Cardillo

Open Access Master's Theses (through 2010)

This study uses an inductive research design to approach customer satisfaction from the perspective of the small apparel retailer. Social exchange theory served as a theoretical framework. The small apparel retailers interviewed in this study had businesses in non-metropolitan communities located in counties with an agricultural, trade, or diversified economic base. Using a qualitative methodology, hypotheses were generated for future study of small apparel retailers’ definition of customer satisfaction. The work done in this study proposes that customer satisfaction, from small apparel retailers’ perspective is a dynamic, multidimensional process requiring the constant evaluation of exchanges that take place between the …