Enhancing Customer Complaints Management in the Fashion Industry: The Benetton Case Study

The study delves into the history of quality management within the fashion industry, emphasizing the increasing importance of quality in the corporate ecosystem and its vital role in shaping customer perception and satisfaction in modern corporate landscape. The research underscores the significance of perceived quality in the fashion and apparel industry, highlighting its impact on customer satisfaction, corporate reputation, and the intention to repurchase, as well as identifying the fundamentals of complaints management. Following the literature review, the thesis transitions to a practical account of my contributions at Benetton Group. This thesis focuses indeed ‘on the comprehensive improvement of the complaints management system at the Benetton Group, achieved through a structured three-phase process. In the first phase, the database used to record complaints was updated and standardized to ensure consistency and accuracy in data handling. The second phase involved the development of a new monitoring system to better track and manage complaints from the market, enabling more responsive and proactive management of qualitative issues. In the third phase, drill-down analyses were conducted to identify patterns and relationships within the official claims from the market, providing deeper insights into market returns and potential areas for quality improvement. This thesis aims to provide a comprehensive understanding of the pivotal role quality plays in the fashion industry and its relationship with customer perceived quality; moreover, the project aims to enhance the overall effectiveness of the complaints management system of the company, contributing to improved customer satisfaction and operational efficiency in the fashion industry.