Title: Apparel e-tailing: website quality indicators and customer satisfaction

Authors: Neeraj Bansal; Sanjeev Kumar Sharma

Addresses: University Institute of Applied Management Sciences (UIAMS), Panjab University, Chandigarh, India ' University Institute of Applied Management Sciences (UIAMS), Panjab University, Chandigarh, India

Abstract: Despite the tremendous growth of online retailing due to COVID-19 pandemic, online apparel retailing is still in the fancy stage. This study aimed to test the dimensions (merchandise, interaction, reliability, personalisation, and country of origin (COO)) of customer satisfaction in an online setting, especially in apparel retailing. A random sampling survey approach has been adopted to collect 435 valid responses from customers aged between 15 and 40 years, who have transacted at least once in online stores, using a self-administered questionnaire through Google Forms. Confirmatory factor analysis and structural equation modelling was employed to test the proposed model. The results highlighted that merchandise, interaction, reliability, personalisation, and COO are positively influencing customer satisfaction. Research findings imply to apparel e-tailing firms to critically analyse the website quality indicators that augment customer satisfaction and facilitate retaining old and gaining potential customers.

Keywords: online apparel retailing determinants; customer satisfaction; country of origin; COO; merchandise; website dimensions.

DOI: 10.1504/IJIMA.2024.139317

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.3/4, pp.410 - 427

Received: 20 Jul 2022
Accepted: 17 Feb 2023
Published online: 01 Jul 2024 *

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