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Thesis (M.S.)—University of Nebraska—Lincoln, 1994. Department of Textiles, Clothing and Design.


Copyright 1994, the author. Used by permission.


This study uses an inductive research design to approach customer satisfaction from the perspective of the small apparel retailer. Social exchange theory served as a theoretical framework. The small apparel retailers interviewed in this study had businesses in non-metropolitan communities located in counties with an agricultural, trade, or diversified economic base. Using a qualitative methodology, hypotheses were generated for future study of small apparel retailers’ definition of customer satisfaction. The work done in this study proposes that customer satisfaction, from small apparel retailers’ perspective is a dynamic, multidimensional process requiring the constant evaluation of exchanges that take place between the retailer and the customer. These exchanges are related to and often require the balancing of merchandise selection, store policies and procedures, and retailer-customer interaction, both in the store and the community.

Advisor: Rita Kean