RESEARCH FINDINGS

From the analysis carried out to answer research questions and hence fulfill the purpose of the study that include finding out how customers perceive Superfine Tailors service quality, factors hindering customer
satisfaction, identifying what dimensions highly contribute to customer satisfaction and what should be done to improve customer satisfaction for Superfine Tailors.

The findings from analysis reveal that the SERVQUAL model is a better instrument to measure service quality for superfine Tailors business working environment. The gap score analysis carried out, found that, the
overall service quality is very high as perceived by SF Tailors’ customers and hence unsatisfactory customer satisfaction. Customers have higher expectations than what they experience from SF Tailors even though
the difference is not highly significant. To answer the main research question, which is how customers perceive service quality, the gap scores analysis carried out provided answers to these questions. The overall
perceived service quality is high as expectations exceed perceptions.

Further evaluation on the perceptions and expectations of the customers, it has been observed that no dimension of service quality that contributes to customer satisfaction.

The findings on the factors hindering satisfaction for SF Tailors, it has been found that most of customers were not happy with SF Tailors customer care service, voucher availability, phones type and prices, airtime
charges and flexibility. Evidence from the study shows that, SF Tailors must improve performance on all dimensions of service quality to increase customer satisfaction as customers expect more than what is being
offered by SF Tailors. By improving customer service quality means strengthening company competitive edge within the industry.

SUGGESTIONS

1. Ambience should the maintained neat and tidy as the physical appearance of the showroom is the attractive factor for the customers

2. More Customization should be done.

3. As there is uncertainty due to COVID-19 many customers are looking for safety precautions.

4. More time management and need to follow the responsiveness.

5. More Employee engagement should be done for the better improvement of the service for the customization

6. More Social Media Marketing should be done in order to increase the customers demand and market.

CONCLUSION
The main purpose of this study was to assess service quality and customer satisfaction using SERVQUAL model from SF Tailors current business set ups. It also reveals how customers of SF Tailors perceive service
quality, see how applicable the SERVQUAL model in the context of SF Tailors using its dimensions to measure service quality, factors hindering satisfaction in SF Tailors and what to be done to improve customer
satisfaction in SF Tailors. Knowing how customers perceive service quality and being able to measure service quality will benefit management of service organizations including SF Tailors. Measuring service quality
helps management to provide reliable data that can be used to monitor, maintain, and improve service quality. Findings show that SF Tailors customers expects more than what they perceive therefore SF Tailors must
strive hard to improve all the service quality dimensions for 135 improved customer satisfaction.