INVESTIGATING THE PRODUCT QUALITY ATTRIBUTES THAT INFLUENCE CUSTOMERS SATISFACTION OF ONLINE APPARELS

This study has investigated the product quality attributes that influence customers satisfaction of online apparels. 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. The main objectives of this study are to examine the relationship between product quality attributes on customer satisfaction in purchasing online apparel and to determine the most dominant factors in attributes of product quality towards customer satisfactions of online apparels. Therefore, a total 389 respondents were involved in this research by participating in online survey. Then, the result was analysed using SPSS and Smart-PLS. The result revealed that performance, reliability, conformance and aesthetic are the factors that influence customer satisfaction in online environment.