A Study on the Factors Influencing Clothing Brands Loyalty in the Clothing Industry Under Henan Province

Abstract

Introduction: As a populous province in China, Henan province's garment industry has always been one of the important pillar industries of economic development. However, in the past few decades, the garment industry in Henan province has experienced many historical changes. From the initial family workshop production to the modern industrial cluster, from the simple processing and manufacturing to the exploration of brand construction, the garment industry in Henan province is constantly developing and evolving(Gemino, A., Verganti, R., & Perego, A. 2018). In the development process of the garment industry in Henan province, brand loyalty has become an important factor in enterprise competition. Brand loyalty refers to consumers' recognition and loyalty to a certain brand, which is the key to the success of a brand. In the garment industry of Henan Province, there are many factors affecting the loyalty of clothing brands, such as product quality, design style, brand image, price, after-sales service, etc(Reichheld, F. F., & Sasser Jr, E. E. 2020).

Objectives: 1) To explore the factors influencing clothing brands loyalty in the clothing industry under Henan province. 2) To explore how product quality(PQ), after-sale service(AS), Consumer word of mouth(CM), innovation ability(IA), clothing brands loyalty(CL) effect affect the clothing brands loyalty in the clothing industry under Henan province.

Methods: This study used quantitative analysis method and collected data in batches of 383 responses each during each data collection session. This study employed an exploratory factor analysis (EFA) and structural Equation Model (SEM) Testing to assess the construct validity of the questionnaire.

Results: Product quality(PQ)of clothing brands loyalty in the clothing industry under Henan province positively influences Consumer word of mouth(CM) (standardized coefficient β=0.401, P<0.05),as hypothesized in H1.Product quality(PQ)positively influences clothing brands loyalty(CL)(standardized coefficient β=0.483, P<0.05),as hypothesized in H2.After-sale service(AS) positively influences clothing brands loyalty(CL)of clothing brands loyalty in the clothing industry under Henan province (standardized coefficient β=0.589, P<0.05), as hypothesized in H3.After-sale service(AS)positively influences innovation ability(IA)of clothing brands loyalty in the clothing industry under Henan province (standardized coefficient β=0.539, P<0.05),as hypothesized in H4.Innovation ability(IA)positively influences clothing brands loyalty(CL)of clothing brands loyalty in the clothing industry under Henan province (standardized coefficient β=0.593, P<0.05),as hypothesized in H5.Consumer word of mouth(CM) positively influences clothing brands loyalty(CL)of clothing brands loyalty in the clothing industry under Henan province (standardized coefficient β=0.389, P<0.05),as hypothesized in H6.

Conclusions: The results of the dissertation found that: clothing brands loyalty in the clothing industry under Henan province includes 5 influencing factors: product quality(PQ),after-sale service (AS),Consumer word of mouth(CM),innovation ability(IA), clothing brands loyalty(CL);product quality(PQ)of clothing brands loyalty in the clothing industry under Henan province positively influences Consumer word of mouth(CM).product quality(PQ)positively influences clothing brands loyalty(CL).after-sale service (AS) positively influences clothing brands loyalty(CL)of clothing brands loyalty in the clothing industry under Henan province. after-sale service(AS) positively influences innovation ability(IA) of clothing brands loyalty in the clothing industry under Henan province. innovation ability(IA) positively influences clothing brands loyalty(CL) of clothing brands loyalty in the clothing industry under Henan province. Consumer word of mouth(CM)positively influences clothing brands loyalty(CL) of clothing brands loyalty in the clothing industry under Henan province.