@article{othman_effect_2021,
	title = {The effect of service marketing mix elements and customer retentiontowards clothing store brands in {ChIna}},
	volume = {72},
	issn = {12225347},
	url = {http://www.revistaindustriatextila.ro/images/2021/4/06%20BESTOON%20OTHMAN%20Industria%20Textila%204_2021.pdf},
	doi = {10.35530/IT.072.04.1777},
	abstract = {The   aim   of   this   paper   was   to   analyse   the   impact   of   service   marketing   mix   (promotion,   price,   place,   product,   people,process, physical evidence and after sale service) on customer retention towards clothing store brands in China. Basedon the analysis of past literature, it appeared that there were only few studies examining the empirical relation betweenthe two constructs, particularly in the clothing sector in China. A comprehensive survey approach was used to collectdata from a total of 385 customers visiting clothing stores in the middle part of China (Hubei). SPSS and PLS were usedto analyse the obtained data. The findings showed that there were significant positive effects on customer retention inall dimensions of the service marketing mix. Finally, the findings suggested that after-sales service plays an importantrole   in   impacting   the   retention   of   customers.   The   contribution   of   this   research   was   supporting   the   significancerelationship of the marketing mix elements in influencing the retention of customers in the clothing industry with empiricaldata from China.},
	number = {04},
	urldate = {2021-09-08},
	journal = {Industria Textila},
	author = {Othman, Bestoon and Weijun, He and Huang, Zhengwei and Najm Rashid, Wirya and Xi, Jing and Yuan, Fang},
	month = sep,
	year = {2021},
	pages = {388--397},
}