The International Issue of Standardization: Case Study: Zara

Market Research: The influence of perceived quality and satisfaction on the customer’s loyalty and the effect of product variety (as an attribute of product quality) on the Zara's customer loyalty and satisfaction in the UK. Data collected by questionnaire was analysed using statistical techniques and hypotheses developed in the first part of the study were evaluated. The research results can be useful for scientists, experts and managers in the field of the brand management.