EFFECTS OF SERVICE QUALITY ON CLOTHING E-COMMERCE CUSTOMER SATISFACTION AND E-BRAND LOYALTY

Abstract

With the expansion of technologies and increasing use of internet, the web market is blooming at a clear rate. Online Shopping is now a well known term for the people of all ages. Businesses are constantly trying to seek out new strategies which will help them gain loyal customers, so as to avoid the considerable cost of attracting new customers. The competition among online companies is to extend sale by getting new customers, make their handcart full, and make customers repurchase. to try to this companies got to have a thought on cluster of their target customer and customers’ demand. this study seeks to supply a deeper understanding of the brand experience phenomenon in online context by investigating the impact of e-brand experience on e-satisfaction and e- loyalty. This thesis analyzes if service quality has any significant impact on brand loyalty, where customer satisfaction is employed as an indicator for brand loyalty. Additionally, this thesis aims to uncover the influence of service quality on customer satisfaction, and to show the possibility of any significant influence of the quality of service on loyalty to a brand. Finally, it aimed to delve deeper into the association between the various elements that lead to the loyalty of a consumer to a brand.