Title: Predicting repurchase intentions with website usability: a parallel mediation of perceived customers satisfaction and service quality confirmation

Authors: Ella Mittal; Parvinder Kaur

Addresses: Department of Basic and Applied Sciences, Punjabi University, Patiala, India ' University School of Applied Management, Punjabi University, Patiala, India

Abstract: The purpose of the study is to check the parallel mediation effect of perceived customer satisfaction and service quality confirmation in the relationship of perceived website usability and repurchase intentions of the consumers in the case of fashion apparel. Data were collected from 480 respondents of Punjab and Chandigarh, India. To analyse the data SPSS version 24 and variance-based partial least square in software Smart PLS 3 was used. Further consistent PLS algorithm and consistent bootstrapping with 5,000 bootstraps were applied to analyse the results. The results of the research indicate the positive and significant direct influence of websites on repurchase intentions. The study also showed that perceived customer satisfaction and service quality confirmation strengthen the relationship between website usability and repurchase intentions. Further, there has been little research conducted testing the parallel mediation of service quality confirmation and customer satisfaction. Moreover, for the highly competitive industry of fashion apparel, the results will be highly useful. The findings of the study make a significant contribution to the existing literature and can be used by the e-commerce companies dealing in fashion apparel for attaining a significant customer base.

Keywords: customer satisfaction; repurchase intentions; service quality confirmation; SQC; website usability.

DOI: 10.1504/IJEMR.2024.137130

International Journal of Electronic Marketing and Retailing, 2024 Vol.15 No.2, pp.223 - 239

Received: 27 May 2021
Accepted: 07 Dec 2021
Published online: 01 Mar 2024 *

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