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Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison

Increasingly, customer satisfaction has been viewed as being critical to the success of online businesses, with the growing understanding that customer satisfaction is the key to sustain the marketplace especially for online apparel businesses in Malaysia. This study intends to identify how factors...

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Main Authors: Noorshella Che Nawi, Abdullah Al- Mamun
Format: Indexed Article
Published: Inderscience Online 2017
Online Access:http://discol.umk.edu.my/id/eprint/7535/
http://www.inderscienceonline.com/doi/pdf/10.1504/IJBIR.2017.082093
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spelling my.umk.eprints.75352022-05-23T10:00:59Z http://discol.umk.edu.my/id/eprint/7535/ Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison Noorshella Che Nawi Abdullah Al- Mamun Increasingly, customer satisfaction has been viewed as being critical to the success of online businesses, with the growing understanding that customer satisfaction is the key to sustain the marketplace especially for online apparel businesses in Malaysia. This study intends to identify how factors influence Malaysian customers' online shopping satisfaction from the perspective of total online shopping experience, and its applications in the Malaysian e-retailing industry. This study develops a model for measuring customer satisfaction at different purchase phases: phase 1: exploratory study, phase 2: at point-of-purchase and phase 3: post-purchase. Complete data was collected from 268 respondents at the point-purchase phase and 154 respondents at the post-purchase phase. Findings of this study indicate that the mediating role of overall satisfaction on relationships between e-service quality and attitude towards the website are significant. Findings also noted a significant difference in overall satisfaction of items between point-of-purchase and post-purchase for all respondents. This study, therefore, suggests that the Malaysian e-retailing industry should create incentive programs to capture new customers or to retain existing ones. They should also consider the post-purchase phase by providing customers with better service on delivery and post-sales customer service. Inderscience Online 2017 Indexed Article NonPeerReviewed Noorshella Che Nawi and Abdullah Al- Mamun (2017) Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison. International Journal of Business Innovation and Research, 12 (3). pp. 386-405. ISSN 1751-0252 http://www.inderscienceonline.com/doi/pdf/10.1504/IJBIR.2017.082093
institution Universiti Malaysia Kelantan
building Perpustakaan Universiti Malaysia Kelantan
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Kelantan
content_source UMK Institutional Repository
url_provider http://umkeprints.umk.edu.my/
description Increasingly, customer satisfaction has been viewed as being critical to the success of online businesses, with the growing understanding that customer satisfaction is the key to sustain the marketplace especially for online apparel businesses in Malaysia. This study intends to identify how factors influence Malaysian customers' online shopping satisfaction from the perspective of total online shopping experience, and its applications in the Malaysian e-retailing industry. This study develops a model for measuring customer satisfaction at different purchase phases: phase 1: exploratory study, phase 2: at point-of-purchase and phase 3: post-purchase. Complete data was collected from 268 respondents at the point-purchase phase and 154 respondents at the post-purchase phase. Findings of this study indicate that the mediating role of overall satisfaction on relationships between e-service quality and attitude towards the website are significant. Findings also noted a significant difference in overall satisfaction of items between point-of-purchase and post-purchase for all respondents. This study, therefore, suggests that the Malaysian e-retailing industry should create incentive programs to capture new customers or to retain existing ones. They should also consider the post-purchase phase by providing customers with better service on delivery and post-sales customer service.
format Indexed Article
author Noorshella Che Nawi
Abdullah Al- Mamun
spellingShingle Noorshella Che Nawi
Abdullah Al- Mamun
Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
author_facet Noorshella Che Nawi
Abdullah Al- Mamun
author_sort Noorshella Che Nawi
title Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
title_short Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
title_full Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
title_fullStr Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
title_full_unstemmed Customer satisfaction of online apparel businesses in Malaysia: point-purchase and post-purchase comparison
title_sort customer satisfaction of online apparel businesses in malaysia: point-purchase and post-purchase comparison
publisher Inderscience Online
publishDate 2017
url http://discol.umk.edu.my/id/eprint/7535/
http://www.inderscienceonline.com/doi/pdf/10.1504/IJBIR.2017.082093
_version_ 1763303855328591872
score 13.211869

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