Journal of Women Interdisciplinary Researches

Abstract The present study aims to examine the relationship between customer service and customer satisfaction on brand popularity and brand reputation in the online women’s clothing retail industry, as well as their role in corporate governance. In the competitive environment of online markets, the quality of customer service and the level of customer satisfaction are regarded as key factors in creating a positive brand image and enhancing brand popularity. This research adopts a descriptive-analytical approach, and data were collected through questionnaires.The Customer Service Questionnaire, based on the standardized tool developed by Albert Caruana (2002), consists of 16 five-point Likert-scale items with confirmed validity. The Customer Satisfaction Scale employs the CSS model by Faull and Ferguson (2013) with a Cronbach’s alpha reliability coefficient of 0.76. Furthermore, the Brand Popularity Questionnaire uses 10 items adapted from Carroll and Ahuvia (2006), demonstrating acceptable validity and reliability.Data analysis was conducted using SPSS software (version 25). The findings indicate that high-quality customer service and improved customer satisfaction have a significant and positive impact on brand popularity and brand reputation. These results highlight the importance of effective customer relationship management and the implementation of targeted customer service strategies within the framework of corporate governance. The study provides practical insights for managers, marketers, and branding specialists to strengthen brand positioning in online markets.

Abstract Place attachment is a key concept in environmental psychology and human geography, referring to individuals' emotional, social, and functional bonds with places. Urban public spaces, particularly those that facilitate social interactions and shared experiences, can enhance this attachment. The café-restaurant area of the Royal Commercial Complex in Saadat Abad is one such space that has attracted female students due to its distinctive features, making it a gathering spot for socialization and leisure. This study aims to examine the factors influencing female students' place attachment to this space by exploring the impact of physical, social, cultural, and individual characteristics on the level of attachment. The research employs a mixed-methods approach. In the qualitative phase, semi-structured interviews were conducted with 20 female students who regularly frequented the café-restaurant area. Content analysis of these interviews identified key components affecting place attachment. Based on these findings, a questionnaire was designed and administered to 200 students in the quantitative phase. The collected data were analyzed using descriptive statistics, correlation tests, and regression analysis to determine the impact of each identified factor. The results indicate that place attachment in this space is shaped by a combination of physical, social, and experiential factors. Among these, physical attributes such as spatial design, lighting, and layout, along with opportunities for social interaction and shared memories, had the most significant impact on fostering attachment. Social factors, including the presence of like-minded groups, a sense of comfort in interactions, and the possibility of collective experiences, played a crucial role in students' repeated visits to the location. Furthermore, past experiences and positive memories associated with the space enhanced users’ sense of belonging. These findings suggest that place attachment is not merely an individual response but rather a product of social interactions, shared memories, and the quality of the physical environment, evolving over time.