INVESTIGATING THE PRODUCT QUALITY AND E-SERVICE QUALITY ATTRIBUTES THAT INFLUENCE CUSTOMERS SATISFACTION OF ONLINE APPARELS

This study has to investigating the product quality and the e-service quality attributes that influence customer?s satisfaction of online apparels. Hussain and Ranabhat (2013) appended product quality as extension for a product that can be succeeds to meet customers? needs. Therefore, this can described that product quality can be one of the vital tools to maintain the competitive advantage in market which is designed to undergo the product development process to achieve the consumer satisfaction and upgrade the quality of performance (Gharakhani, Rahmati, Farrokhi, & Farahmandian, 2013; C.-H. Wang, Chen, & Chen, 2012)Sousa and Voss (2012) and Sura and Ahn (2017), service quality can defined as the total servicers that provided by the service providers. This study adapted a model from Garvin (1984) in measuring product quality which consist of eight variables namely performance, features, reliability, conformance, durability, serviceability, aesthetics and perceived quality and the dimensions of e-service quality in this study are assurance, empathy, responsiveness, reliability, and perceived usefulness. By using SPSS and PLS for analysis the data with 389 respondents were involved in this research by participating in online survey. The result was found that product quality has a positive relationship with the customer satisfaction in purchasing apparel online and perceived quality is found to be the most affected factors on product quality. In addition, results also shows that e-service quality is significant determinant of customer satisfaction in purchasing apparel online Specifically, perceived usefulness is found to be the most dominant contributor to customer satisfaction of online apparels.