MEASURING THE RELATIONSHIP BETWEEN E-SERVICE QUALITY, CUSTOMER SATISFACTION, CUSTOMER BEHAVIOUR AND CUSTOMER TRUST IN ONLINE APPAREL SECTOR

Received: 13.06.2021; Revised: 22.07.2021, Accepted: 15.09.2021, Published Online: 27.09.2021

Ms. Laxmi

Research Scholar, Department of Commerce, Nims Institute of Management & Commerce, Nims University Rajasthan, Jaipur, laxmigupta1709@gmail.com

 

Prof. (Dr.) (CMA) B N Mandal

Professor of Commerce, Nims Institute of Management & Commerce, Nims University Rajasthan, Jaipur, bholanath.mandal@nimsuniversity.org

 

ABSTRACT

           E-service quality is an imperative business consideration which is directly related with the extent of customer satisfaction. In this competitive era, customer prefers maximum satisfaction with minimum cost. The parameters related with customer satisfaction such as trust, loyalty, and behaviour are necessary to be explored in business decision making. The online sales channels are increasing due to complexity of environment such as corona virus. The current global pandemic has shifted offline stores to online stores. Customers have choice to compare the quality of services with other substitutes available in the market. The business models are transformed by shifting their aims to customer centric rather than sales and profitability centric. Majority of the business organizations are using e-service quality scales by including various dimensions in it. Indian online Apparel sector has registered tremendous growth due to growing health and safety concerns. Hence, this study will discuss related concept and indexes of e-service quality via online shopping models and how various organizations are understanding and predicting customer behaviour through e-service quality dimensions. Hypothesis of the study will be tested through evidence available in previous research insights and concluded that profitability and overall performance of online business organizations are directly related to e-service quality.

Key words: E-service quality, customer satisfaction, customer trust, loyalty, consumer behavior