摘要:随着人们的消费观念不断改变以及物质生活的提高，如今的消费者对商品的要求已经不再仅仅局限于商品本身，还对购物的环境、体验的服务等因素提出了更多的要求。因此从企业角度来看，要想在市场中永远立于不败，得到更长远的发展，就必须认真了解影响消费者对于商品满意的各个因素，这样企业才能针对不满之处采取相应的措施，也能更好地树立企业的形象以及提升企业的竞争力，以期得到更多的忠实顾客。
本次研究针对的人群是“90后”女性消费者这个特殊的消费群体。预计再过3-5年，“90后”消费者将会成中国消费市场上的主力军，中国的消费结构将随着这个新生一代的消费能力提升而变更，“90后”女性消费者更是其中不可忽视的消费主力，所以针对“90后”女性消费者的研究是有其特殊意义的。研究以品牌女装艾格ES为对象进行实证研究。本研究通过对顾客满意度的理论研究，建立了测量顾客满意度影响因素的5个二级和一系列三级指标，并构建了影响顾客满意度因素的回归模型。研究是通过对重庆和成都2个城市进行顾客满意度问卷调研开展的，之后运用SPSS统计软件进行整理分析，对各级指标进行数据的统计分析，从而得到各影响因素的重要程度。通过研究发现，影响“90后”女性消费者服装品牌满意度的因素，按照其重要程度的大小依次排序为：服务，服饰，广告，促销。企业可根据这一结果采取相应的提升措施，以更好提高品牌顾客满意度。另外，因品牌女装市场有着很高的同质性，所以对艾格ES满意度的研究结果也可对其他品牌女装起一定借鉴作用。
关键词：服装 满意度 女性服饰市场品牌 因素分析
ABSTRACT:With people’s consumption idea changed, brand awareness and the life more abundant, the consumer demand for commodities has not only be confined to the product itself, puts forward new requirements on experience service and shopping environment．For enterprises, want to remain invincible in the market, long-term development, must understand the impact of consumer goods to the satisfaction of the factors, so as to take corresponding measures, establish a corporate image, enhance the competitiveness of enterprises, get more loyal customers．
The research in the crowd is “90”female consumers this special consumer groups．It is expected that after 3-5 years, it will become the main force of China’s consumer market, China’s consumption structure will be a new generation with increasing the consumption capacity and change, female is more as the main consumer, so the study of “90”female consumers has its special significance．Research on brand ES as an example of empirical research．In this study, through the theoretical research on customer satisfaction, establishes the customer satisfaction survey of grade two and a series of three level index, and constructs the regression model of influence factors of customer satisfaction, customer satisfaction questionnaire survey．Through the 2 city of Chongqing and Chengdu, were analyzed using SPSS statistical software, for a statistical analysis of the data of the indexes at all levels, in order to get the important degree of each influencing factor．The study found, influencing factors of brand service customer satisfaction, in accordance with its important Gradation：service, fashion, advertising, sales promotion．Enterprises can according to their importance and their performance to determine their position, so as to take corresponding measures to improve customer satisfaction, brand．In addition, because the brand’s market has a very high homogeneity, so from the study of ES can also play a certain reference for other brand．
Key words: fashion；satisfaction；women's apparel market brand；factor analysis
