Zara Research Study Essay Example | Topics and Well Written Essays - 3500 words

Zara Research Study - Essay Example Research has been made on customer service facilities offered by Zara and customers’ perceptions regarding this subject. Both primary and secondary data have been used for the study. Secondary data have been collected from different databases and existing literature published on past studies. Primary data have been collected by employing quantitative method of study. A sample population of 100 customers having shopping experience with Zara have been interviewed by distributing a structured questionnaire containing 5 close ended questions. The questions have been framed with the objective of understanding customer perceptions about customer service facilities provided by Zara. The secondary objective of this study is to investigate the relationship between age of customers and their perceptions. Responses of the participants have been measured in a five point Likert scale. The alternative hypothesis is that Zara provides satisfactory level of customer service. The responses are analysed using the t-statistic and the estimated value of t statistic is found to be sufficiently greater than the tabulated value. Therefore the alternative hypothesis is accepted. This establishes that customers have strong positive perception about customer service facility provided by Zara. It has also been found that compared to the youths, the middle aged population hold better perceptions about the company’s customer service. Zara is a famous international fashion brand. It is one of the eight store set ups of the Inditex Group, which is one amongst the largest retailers in the fashion industry in the world. The Inditex Group is an assimilation of approximately one hundred textile companies that conceptualize designs, manufactures fabrics and distributes them. The first shop of Zara was opened in the city of Coruà ±a in 1975 (Inditex, n.d.). Presently, the company has expanded its network to four hundred cities in eighty seven