Apparel e-tailing: website quality indicators and customer satisfaction Online publication date: Mon, 01-Jul-2024
by Neeraj Bansal; Sanjeev Kumar Sharma
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 3/4, 2024
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.
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