Impact of Relationship Marketing by High End Apparel Stores on Customer Satisfaction

High end apparel stores are those stores which appeal to the sophisticated and discerning customers, and that sell different brands and varieties of designer clothing and apparels. These stores cater to the needs and fashion tastes of men, women and kids wear all under one roof, selling ethnic wear, western wear, office wear and casuals. Increased consumerism, higher disposable income, increased education levels, double-income families, have all contributed in increasing the lifestyle consciousness of the customers. This has given an increased stimulus to the demand of branded and designer trendy apparels. With a spurt in the purchase of reputed apparel brands, many department stores like Shoppers Stop, Westside, Lifestyle etc. have opened up increasing the choice for customers. They have expanded their market from the metros to the growing B class cities in India like Indore, Bhopal, Pune, Nagpur, and others.Each apparel store has its own fashion range and designer labels, and a loyal customer base. In this era of increased competition, each store focuses on relationship marketing to retain its customers. The purpose behind this research is to study the impact of Relationship Marketing by high-end apparel stores on Customer Satisfaction. The analysis is based on empirical data collected from shoppers of apparel products in Indore and Pune city. A Validated and Reliable questionnaire will be used to collect data. The data will be analysed using SPSS software with Multiple Regression Analysis technique to study the impact of relationship marketing on customer satisfaction. The findings are discussed to draw conclusions on determining the impact and to determine the effectiveness of relationship marketing