The Impact of Differentiation Strategies on the Women Fashion-Clothing’ Performance

Journal of Economics and Business

ISSN 2615-3726 (Online)

ISSN 2621-5667 (Print)

Published: 01 October 2018

The Impact of Differentiation Strategies on the Women Fashion-Clothing’ Performance

Mehdi Rasouli Ghahroudi, Sepideh Sagheb

Institute of Management and Planning Studies, Islamic Azad University (Iran)

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10.31014/aior.1992.01.04.35

Abstract

Companies need innovation and initiative to win the competition, and to do this, they adopt differentiation strategies through customer satisfaction to survive in the market. The research studies the impact of differentiation strategies, including product differentiation, employee differentiation, service differentiation, distribution differentiation and image differentiation on the performance of fashion clothing companies. We examined the mediating role of customer satisfaction in the relationship between differentiation strategies and performance. Our sample includes 100 women's clothing mesons in Tehran. The results show that the distinction between product and staff and image have a positive and significate effect on the performance of fashion companies. Our finding also shows the customer satisfaction mediates the relationship between differentiation strategies and women fashion clothing performance.

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