Customer satisfaction and service quality (Servqual): A study on branded ethnic wear in e-tailing culture

India is a country of great diversity, and it is beautifully depicted in its ethnic wear. Today customers have varying interests with respect to buying apparel and an attractive segment in apparel business is ethnic apparel. Marketers need to understand the behaviour of customers so as to cater the challenge of diversity. Ethnicity and diversity is providing a new source of top-line growth by bringing in an opportunity for new product development. The apparel industry is greatly influenced by the ever changing consumer demand and preference. Because of the rapid urbanisation and higher disposal of incomes, Indian consumers are now becoming more brand conscious and hence, the online ethnic wear retailers like Craftsvilla, Indianroots, Jabong and many more are constantly trying to lure consumers with attractive options, and it is believed that service quality represents the most significant positioning tool of service providers and their offer on the contemporary service market; hence, an effective strategy in understanding and maintaining customer satisfaction and delight in relation to service quality is of utmost importance to attain sustainable competitive advantage. This paper focuses on the branded ethnic wear e-tailing culture in relation to service quality and customer satisfaction by going through various journals, magazines and books.