The purpose of this study was to find the specific factors that are related to the loyalty of Thai customers in online clothing shopping using a research model that I combined among different related research models. The research model consists of four main factors that influence customer loyalty in online shopping. This thematic paper uses a qualitative methodology by collecting data from 10 Thai online customers who have experience in online clothing shopping.
In addition, the interview can reveal Thai online customers' recommendations for online clothing stores to further increase customer loyalty. The results can be helpful for online clothing stores that want to learn more about the thinking and concerns of online customers in order to develop customer loyalty in the future. This is a good opportunity to learn about the factors that affect the loyalty of Thai customers, which makes them continue to buy only from certain online clothing stores.
What are the features that should be added to online clothing stores to leverage customer loyalty. The purpose of this research is to find out what are the significant factors affecting Thai customer loyalty in online clothing shopping. Moreover, it is to discover the features that should be added to online clothing stores to leverage customer loyalty directly and indirectly.
In this thematic paper, the data collection will be collected through qualitative methodology by interviewing 10 interviewees who have experiences in online clothing shopping.
Expected Benefits
LITERATURE REVIEW
- Customer Loyalty in General Term
- The Online Medium and The Relationship Between Customer Satisfaction and Loyalty
- The Relationship between SERVQUAL Model, Customer Trust, Perceived Risk with Vendor, Customer Trust, Customer Loyalty, Cost
- SERVQUAL Model in Term of Online Commerce
- Conclusion
- Sampling
- Data Collection
- Instrument
- Demographic
- Service quality
- Trust
- Expectation
- Loyalty
- Opinion
The measurement of perceived product/service quality will be assessed using the 5 dimension SERVQUAL developed by Parasuraman et al. According to the above review of the literature that does not have an online context, the author found research that explains the relationship between the online medium, customer satisfaction and loyalty in Figure 2.4 Conceptual model of the online medium and the relationship between customer satisfaction and loyalty developed by Shamkar , Smith, Rangaswamy (2003 ) shows how the online medium influences the relationship between customer satisfaction in terms of overall satisfaction and satisfaction with service encounters and loyalty. Service satisfaction: An online store can provide detailed product information on its websites, more interactivity of the website, better services than the previous customer experience, a large number of service packages.
Overall satisfaction: It would be good if the online shop can provide better service than the customer's previous experience. However, this research focuses on the overall customer satisfaction, satisfaction with service encounters and customer loyalty, although it does not explain about the trust, which is very important for online shopping. If customers do not trust the online store, they cannot make a decision to buy from that online store.
Gefen (2002) explained that customer loyalty will generally increase based on the level of customer trust. Customers who trust the online seller tend to expect less from the online store and will continue to buy and stay with this online store. Customers who are concerned about the risk of the online store with a bad reputation will not buy from the store because they will be afraid that the product/service that.
Service quality will help to increase customer loyalty when the product/service is better than the customer's expectation, so that they are satisfied and keep repeating when purchasing the product/. After the analysis on the literature review of customer loyalty to search in clothes online shopping, it has been found that SERVQUAL is suitable for the research which is about e-commerce. Therefore, SERVQUAL has been used as the main research model, but adapted to the hypothesis; however, this will not link the relationship between service quality and customer loyalty as it is not directly related, but it relates to perceived value from customer and customer trust, which is the same as suggested by Pongcharnchavalit & Fongsuwan, 2015.
This study was conducted to examine which factors influence Thai customers' loyalty in online clothing purchases. Many brand name stores try so hard to build customer loyalty to get customers to still buy their products and not switch to other brands. Thus, the author will explore important factors Furthermore, the author will find what other aspects can improve customer loyalty in online clothing shopping.
Which clothes online store do you still buy when you want to buy clothes. What are you satisfied with in this clothing online store. a good website and products, products shipped on time, quick and accurate response, assistance system on website, personalized service, etc.).
DATA ANALYSIS
- Demographic Profile of Interviewees
- Observation Finding
- Analysis of factors which are important to online shoppers and create loyalty
- Service Quality
- Interviewees Trust
- Interviewees Perceived Value
- Interviewees Loyalty
- Interviewees Recommendation
- Open both physical and online shop
- Easy to pay
- Higher Online Payment Security
- Register to be Trusted Shop
In online clothing stores, I can look and buy clothes even late at night, which I cannot do in a physical store" (Interviewee No. 2, 49). I buy clothes in online clothing stores because I don't have to waste time finding them.” (Interviewee No. 5, 26). 4 out of 10 respondents mentioned that online clothing stores have different types and styles of clothing.
Some online clothing stores launch discount promotions, such mid-year sales that are very cheap in other stores. Online clothing stores are better than physical stores because it is so easy to compare the prices of the same clothes in many online clothing stores" (Interviewee #2, 49). Buying in a physical store instead of pre-ordering in an online clothing store is impossible.
The online clothing store was able to respond immediately to her whenever she asked questions or reported issues. They have trusted online clothing stores that have many shopping experiences and reviewed their products that they buy from online clothing stores. Sometimes they notice the number of likes or followers on an online clothing store's Facebook page, which increases their confidence before they decide to buy.
On the other hand, trust will decrease if the online clothing store breaks the agreement, such as late delivery, low quality and not being able to refund and return. If the online clothing store can deliver service/products quality better than their expectation, all interviewees will be highly appreciated and impressed. In addition, 2 interviewees explained that they feel very impressed when they have questions about the clothes and the online clothing stores can respond immediately with completed and cleared information.
7 out of all the interviewees mentioned that the online clothing store they often shop at always has promotions for their customers so that customers continue to buy their products. The online clothing stores we recommend must be trustworthy and have high quality products and services. The interviewee suggested that online clothing stores should also open physical stores to provide flexible services to customers.
Interviewees explained that most small online clothing stores, such as online clothing stores on social media, only use cash payments to the store's bank account. Because the online clothing stores can provide 24/7 services that allow customers to search for the clothes they want on the store website and also buy them whenever they want.
DISCUSSION AND CONCLUSION
Conclusion
For loyalty, most respondents agree that online clothing stores always offer special promotions or encourage them to shop, which they are satisfied with. In addition, they create gaming events through social networks for customers to have fun together and receive special gifts prepared by the stores. In addition, there is a condition for the customer to stay and stick to buying clothes only from certain online stores for each time, which is the size of the clothes that the customers are sure that the clothes will definitely fit them when they bought the clothes from this store, because you don't want to waste time returning or returning clothes.
Recommendations
Personalized Service", which offers the right product to the right customer, depends on each customer's personal style and taste, which is different. The online store must always interact with their customers to learn about their lifestyle and taste. Another important thing is that the online store must analyze their own products that have different looks and feels to suit different customers.
If the online stores understand their product and the customer, they will be very good at providing the customer with personalized services that will make the customer feel more satisfied.
Research Limitation
Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and brand, Computer in Human Behavior Vol. Factors influencing internet shopping behavior: a survey of consumers in Thailand, Journal of Fashion Marketing and Management: An International Journal, Vol. Thai information technology customer loyalty perceptions: a structural equation model, Research Journal of Business Management, Administration and Management College, King Mongkut's Institute of Technology, Ladkrabang, Thailand.
They will be used to ask each interviewee to study about factors that affect customer loyalty in online clothing shopping.
