“Testing the mediation effect of customer attitude towards clothing local brands on product quality and customer satisfaction applied on university students”

Abstract

Purpose- This research is aiming to study the mediation effect of customer attitude on product quality and customer satisfaction. Design/methodology/approach- The study utilized a mixed-method approach, incorporating both primary and secondary data. The secondary data consisted of a review of existing literature to explore how product quality can effect customer satisfaction and how mediation effect of customer attitude effect product quality and customer satisfaction through local clothing brand in Egypt. Primary data were gathered through in-depth interviews with an industry expert and an online survey completed by 101 respondents of varying genders, aimed at assessing their views on clothing local brands in Egypt. Findings- Analysis of the data using SPSS and SMART PLS revealed that product quality significantly affect their attitude and satisfaction concerning clothing local brand. Originality/value- This research contributes to the understanding of the dynamics between product quality and customer satisfaction, highlighting the role of mediation effect of customer attitude in customer satisfaction.