CURRENT CUSTOMER SERVICE IMPROVEMENT SOLUTIONS IN THE FASHION INDUSTRY IN LITHUANIA: THE CASE OF ZARA

Abstract

The development and digitalization of retail trade have resulted in increased competition and the erasure of geographical boundaries. The COVID-19 pandemic has further changed customer behavior, giving rise to new competitors, particularly from the Asian market. These new fashion brands not only offer attractive prices and acceptable quality, but also constantly update their collections in online shops, offer various promotions, discounts, and excellent customer service, which pique buyers' interest and encourage them to try their clothes. The objective of this paper is to analyze modern customer service solutions in the fashion industry in Lithuania with the aim of enhancing customer satisfaction in Zara stores. To assess the situation in Zara stores in Lithuania, a quantitative research method utilizing a questionnaire was employed to gather data from 109 respondents. The analysis and discussion of the survey data from Zara store customers revealed the main customer service issues, including moderate satisfaction with the product range and quality, low satisfaction with Zara's" pricing strategies, loyalty programs, and online store. While respondents expressed satisfaction with the physical store environment, they were dissatisfied with the lack of rest-waiting areas in shopping halls. There is a high demand for modern customer service solutions in both digital and physical environments.