Service Quality Evaluation of Luxury Fashion Stores Based on Factor Analysis

A product that is viewed with high esteem by the public gains its reputation not only through the culture and concept of the brand and the quality of its design and manufacture, but also the service experience that is provided. The purpose of this paper is to learn about the factors that affect consumers' evaluation of service quality in luxury fashion stores. The evaluation indicators were informed by the literature and consumers were surveyed in the age range of 20 to 55 years. The kansei engineering research method was adopted in this paper, while the data were tested for reliability, validity and factor analysis. The results showed that the service quality of luxury fashion stores is mainly reflected from three aspects: the salesman's caring ability, the salesman's professional ability and the store facility capacity. Having identified 26 influencing factors, a three-level evaluation standard was drawn up in respect of being excellent, being qualified and being unqualified. The analysis results showed that the service quality evaluation of luxury fashion stores can improve be focusing on the 26 factors.