
Chapter 9
Service quality strategy for fast fashion:
An empirical study in Hong Kong
Tsan-Ming Choi, Shuk-Ching Liu,Tracy Kwai-Chi Tsang &
Jinhui Zheng
1
Institute of Textiles and Clothing, The Hong Kong Polytechnic University, Kowloon, Hong Kong
SUMMARY
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