ABSTRACT
International fast fashion retailers such as Zara and Mango operate around the globe including in Hong Kong. Given the increasing competitive environment in the fast fashion industry, customer service is one of the most important tactics for fast fashion retailers to increase their competitiveness. Based on the SERVQUAL instrument, this research focuses on exploring the service quality gaps of a fast fashion company in Hong Kong so as to understand the customer expectations and perceptions towards a fast fashion retail brand. This research successfully reveals the dimensions in which service gaps exist and concludes that fast fashion retailers in Hong Kong should focus more on salespeople management in order to enhance service quality.
