Abstract:

We live in a VUCA world (Volatility, Uncertainty, Complexity, and Ambiguity) in which every second, the world changes. In today’s competitive world, only those companies would be successful who are able to adapt to the changing environment. All the sectors, including the Lifestyle Apparel Industry, have been striving hard to attract customers with their offerings. The competition in Lifestyle Apparel Industry is not just from Indian players, but also international players. In this paper, we researched and analysed key terms such as 'Service Quality' and 'Customer Satisfaction' for an international company such as Zara. Every company must understand these concepts, in order to remain competitive in business. Service Quality is important as it can derive higher customer satisfaction and customer loyalty. We are trying to study the above concepts with the help of SERVQUAL Model. Theoretically, this model can best characterise customer satisfaction in the Lifestyle apparel Industry, and empirically, it describes the many dimensions of service quality on the perceived performance of customers of the garment brand 'Zara'

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