Che Nawi, Noorshella (2012) Small online apparel businesses in Malaysia : a framework for customer satisfaction. PhD thesis, Victoria University.

Abstract

Increasingly, customer satisfaction has been viewed as 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. The objectives of this research were to identify factors that may influence Malaysian customer’s online shopping satisfaction from the perspective of the total online shopping experience, and to apply this to the online environment in the Malaysian e-retailing industry. In response, this thesis develops a model for better measuring customer satisfaction with difference purchase phases: Phase 1: exploratory study; Phase 2: at point-of-purchase and Phase 3: post-purchase, based on review of the literature and research. In particular, this thesis sought to develop a framework that represents the factors that contribute to customer satisfaction and behavioural intention, to assess the degree of customer satisfaction and behavioural intention, to investigate the mediating variables for overall satisfaction (OS) and to provide recommendations for improving customer satisfaction. The thesis presents and discusses empirical findings from a survey of 268 respondents in Phase 2 (point-of-purchase) and 154 respondents in Phase 3 (post-purchase) using structural equation modeling (AMOS 20) and non-parametric test using SPSS 20.

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