Role of price perceptions towards customer satisfaction

Abstract

The purpose of this study is to measure the relationship between perceived prices towards customer satisfaction on the branded apparel. Three dimensions in perceived prices, which are price magnitude, price experiences, and alternatives prices tested towards customer satisfaction. 240 questionnaires was distributed with only 176 usable responses collected. Purposive sampling method was used in this survey and data was analysed using SmartPLS. All dimensions in the perceived prices showsa positive relationship on customer satisfaction. The findings is important to the apparel market players in determining their pricing strategy and tactics. It is also important for the new or small competitors to adjust their marketing strategy in gaining market share and sustain in the market.