Impact of E- Service Quality, E-Satisfaction, and E-Loyalty in the Online Fashion Industry, Pakistan

Abstract

This research is primarily attentive on the development of E-commerce platforms which has allowed businesses to harness the power of the internet and reach a larger audience with their products and services. Ecommerce platforms provide businesses with a number of advantages that were not possible with brick-and-mortar stores. They offer businesses a wider reach as they are able to ship their products to customers anywhere in the world. E-commerce platforms allow businesses to offer a more personalized shopping experience to their customers as they can recommend products based on the customer's previous purchase history. Companies have found e-business marketing to be an easy and popular way to motivate their customers to buy a product while carrying out marketing activities. Data were collected using a structured questionnaire based on the Website Quality Instrument (WQI) and Customers Satisfaction Mediating Effect (SSME). To inspect the reliability of the scale, Cronbach's Alpha is used in this research. Results showed that website quality has a significant impact on purchase intention. Customer satisfaction mediates the relationship between website quality and purchase intention. This research found that online satisfaction has a significant impact on e-loyalty. In other words, the more satisfied customers are with their online shopping experience, the more likely they are to be loyal to that particular online store. This loyalty, in turn, leads to increased satisfaction and further loyalty, creating a virtuous circle for the online retailer. This Study will benefit online business owners, and it will also help to grow their businesses.