Abstract
Consumers worldwide are showing great interest in E-commerce and many believe that E-commerce plays asignificant part in the global economy. This study compared earlier consumer satisfaction measurement modelsand developed a model for small online apparel business in Malaysia. Studies compared satisfaction in onlinesettings, which focused on the pre-purchase phase and post-purchase phase. However, none of the studies wereconducted at the point-of-purchase and post-purchase phases. Hence, this study proposed a better model formeasuring customer satisfaction by dividing it into two phases, which are at the point-of-purchase phase andpost-purchase phase.
Highlights
The rapid growth of e-retailing may reflect convincing advantages of shopping on the Internet versus brick and mortar stores, consumers, are sometimes frustrated with e-shopping
The growth of the Internet has created many opportunities for businesses and individuals to explore new ways of life where online business is a key aspect of these new forms of living (Har & Eze, 2011)
The e-commerce growth sector in Malaysia is stimulated by the National broadband initiative (Hassan & Ali, 2012)
Summary
The rapid growth of e-retailing may reflect convincing advantages of shopping on the Internet versus brick and mortar stores, consumers, are sometimes frustrated with e-shopping. The researcher has noted that many of the prior service quality measures take into account the entire purchase and even the after-purchase process (Suh & Han 2003; Muyllea et al, 2004; Parasuraman et al, 2005; Kim et al, 2006). The broad aim of this study is to develop a framework to represent the factors that contribute to customer satisfaction with small online apparel businesses in Malaysia at the point-of-purchase and post-purchase. Satisfaction in the online environment should be measured before purchase, during purchase and after purchase This view is shared by Bauer et al, (2006) who affirmed that a complete definition of e-service quality should cover all cues and encounters that occur before, during and after the electronic service delivery.
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