The purpose of this study was to find specific factors related to Thai customers' repurchase intention in online clothing shopping using research models. This study highlights the relationship of online service quality with customer satisfaction and trust in repurchase intention in the online shopping business and focuses on online apparel shoppers living in Thailand. Moreover, the way to make the customer happy is that the store provides them with a quality online service.
This trend of online shopping is growing, so the company is not only focusing on this opportunity, but also on other key aspects for the sustainability of the online retail business. Online retailers consider having a competitive advantage and look at the quality of online service and. The company wants customers satisfied with their product, and then they would have repurchase intention.
To understand the relationship between online service quality and trust regarding customer satisfaction and repurchase intention, the author proposed the two objectives. This study highlights the customer satisfaction and repurchase intention in online shopping business and focuses on online shoppers of clothing living in Thailand. This research will identify the relationship of online service quality and trust on customer satisfaction and repurchase intention.
It will answer "What factors drive the repurchase intention to buy your online products in Thailand?".
LITERATURE REVIEW
- Repurchase Intention
- Customer Satisfaction
- Online Service Quality
- Trust
The satisfied customers will behave as loyalty towards a brand more than others in the time limited or less information conditions (Gommans, et al., 2001). The theoretical model called EDT found that post-purchase consumer behavior has a favorable influence on repurchase intention and customer satisfaction. In the online shopping market, customer satisfaction is defined as a level of satisfaction in previous purchase experiences from an online business (Anderson & Srinivasan, 2003).
In an offline environment, satisfied customers are likely to maintain a long-term relationship with the online retailer (Hellier et al., 2001). As well as in the online environment, the study revealed that customer satisfaction in the online store results in positive loyalty to the store (Yang & Peterson, 2004). Another study similarly argued that customer satisfaction and trust are important factors in influencing customers' intention to repurchase online products (Chen et al., 2009).
The quality of an online service is an important factor in the competence and competitive advantage of a company (Santos, 2003). When consumers trust the brand, it will further increase their satisfaction (Trawick and Swan 1981).
RESEARCH METHODOLOGY
Research Design
Data Collection Methodology
The location of the respondents is limited to living in Thailand in order to understand the Thai culture and consumer behavior and avoid cultural and geographical bias. The research approach is the online closed questionnaire due to the short data collection period. This research will analyze the data with descriptive analysis (amount, percentage and mean) to calculate and test the variables related to repurchase intention and then summarize the important factors related to the topic.
RESULT
Descriptive statistics
- The sample profiles
- The personal behavior towards online shopping
- Descriptive data analysis among Key Constructs
In terms of education level, most respondents 80% of respondents have a bachelor's degree. The main reason for buying clothes online is convenience for 65% of respondents, followed by frequent updates on social media. 23%, 22% of respondents selected the variety of products, 21% of respondents chose unique products from local brands, and for the popular brands, the number of respondents was 16%. The repurchase frequencies of online clothing over the past two months show that half of respondents shop once or twice a month.
21% of respondents shopped less than once a month, followed by those who spent on online clothing three to four times a month at 19%, and 10% of respondents paid more than four times a week. It found that the most important criterion for repurchasing clothes on the online platform is good quality of products at 63%. Followed by each, 23% of respondents chose that there is good online service and customers like a brand.
Only 6% and 3% of respondents interact with online stores by liking or sharing the post and leaving a comment. If the online store keeps my transaction data private, I prefer to buy this brand again. Among the three constructs, the highest mean score range is the relationship between online service quality and customer satisfaction, 3.62-3.80.
For more details about this relationship, five questions are included: If I find it easy to buy the online product, I will comply (average score 3.62). If the online shop information is well formatted, I will appreciate it (average score 3.80). The relationship between trust and repurchase intention has the final average score between 3.23 and 3.72.
The details of these five questions on the relationship of Trust and Repurchase Intention are If I trust an online store, I want to buy the same brand again (Average score 3.72). If the online store does not share my personal information, I prefer to buy again (Average score 3.23). If the online merchant protects my credit card details, I would like to repurchase this brand (Average score 3.64).
And if the online store hides my transaction records, I prefer to buy this brand again (average score 3.26).
Inferential statistics (correlation analysis)
The author then reduced the related and irrelevant questions in each component to ten questions for five directions of factor analysis. If on5 store keeps my transaction data secret, I prefer to buy this brand again. After factor analysis, the result is two components which use correlation analysis to find the relationship between the factors.
This correlation result is assessed that "customers who trust the online clothing store and want to buy again" relate moderately to "satisfied customers or who think this online store provides good service and then they will buy again".
Discussion and Implications
This research shows that the quality of online services, customer satisfaction and trust in an internet retailer are important for achieving repurchase intentions. The online retailer must improve these features to gain sustainability and a competitive advantage in the market. The higher the online service quality, the higher the customer satisfaction response.
However, online retailers build customer trust, which leads to making customers buy products again. Online retailers need to improve their online service and trust images to ensure repurchase intent. For example, they may pay attention to an online service quality assurance program to check service performance.
RECOMMENDATIONS AND CONCLUSION
Conclusion
Buyers in online clothing stores pay attention not only to customer satisfaction, but also to trust in the brand. If an online retailer protects customers' financial information, such as credit card information, they want to buy from that brand again.
Recommendations to managers
Limitations and Future Research
APPENDIX
The specific question will be revealed in detail of the variables according to the conceptual framework. 1 is not important at all 2 is not very important 3 is somewhat important 4 is extremely important.
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