Post-purchase online customer experience with apparel retailing: a structural equation modelling approach

With the expansion of the internet and the reduction of impediments in the supply chain, online apparel retailing is expanding its reach for unserved people. This growth in the online customer base has posed challenges for e-retailers to provide a better online customer experience (OCX) in the post-purchase stage and retain them. However, in online retailing, OCX in the post-purchase stage is imperative, as the customer can experience apparel only after delivery. This study intends to examine the role of post-purchase OCX dimensions of online apparel retailing in determining customer satisfaction and repurchase intention. An online survey approach has been adopted to collect 491 valid responses from customers who are well-versed in online apparel shopping. A proposed model has been tested using confirmatory factor analysis with structural equation modelling and analysis support, which validates the hypotheses drawn. Findings imply e-commerce decision-makers scrutinise critical post-purchase touchpoints for making websites customer-driven.