Analysing the effect of electronic service quality and satisfaction on apparel purchase propinquity decision

Abstract

Study empirically examines the interrelationship among service quality, customer satisfaction and behavioral intention for online apparel purchase. Service quality was measured through website design, reliability, responsiveness, trust & Personalisation. Revisit to website and recommendation to others are used to measure Behavioral intention. Study also examines the mediating role of satisfaction in service quality and Behavioral intention for 371 Indian online customers. The hypothesized relationships were tested through multiple regression and the mediating effect was analyzed through hierarchical regression. The findings of the study support that e-service quality is a predecessor of customer satisfaction and satisfaction performs a mediating role between service quality and Behavioral intention. Perceived service quality directly affects Behavioral intention, inferring that the impact of service quality on Behavioral intention is as essential as that of satisfaction. Findings of study will enable the online managers to remain more competitive in the industry, as it will help them to understand customer perception and expectation with online apparel shopping.