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Analysing the effect of electronic service quality and satisfaction on apparel purchase propinquity decision Nishant Kumar Divya Mohan Neha Sharma Amity School of Business Delhi Institute of Advanced Studies Amity School of Fashion Technology Amity University, Noida Sector 25 Rohini Amity University, Noida Uttar Pradesh 201313 INDIA Delhi 110085 INDIA Uttar Pradesh 201313 INDIA nishantkumar00@gmail.com divyasahni2002@gmail.com nsneha39@gmail.com Abstract- Study empirically examines the 2022. Many consumers are now becoming technoid which is interrelationship among service quality, customer satisfaction also leading to the growth of apparel sector. By end of 2021 and behavioral intention for online apparel purchase. Service the online Indian consumers are expected to be approximately quality was measured through website design, reliability, 900 million, which is almost double the figure of 460 million responsiveness, trust & Personalisation. Revisit to website and respectively in 2018 [2]. Out of total online transactions, 30 recommendation to others are used to measure Behavioral percent of them are online fashion shoppers and are likely to intention. Study also examines the mediating role of double by the end of 2020. The figures and estimates provided satisfaction in service quality and Behavioral intention for 371 explicitly proves that the fashion market in India is growing Indian online customers. The hypothesized relationships were rapidly, and clothes shopping through electronic tested through multiple regression and the mediating effect was analyzed through hierarchical regression. The findings of commerce is a fundamental for fashion and online the study support that e-service quality is a predecessor of fashion market will reach $ 14 billion by the end of this customer satisfaction and satisfaction performs a mediating 2020 [3] role between service quality and Behavioral intention. In the arena of electronic commerce, online service quality is Perceived service quality directly affects Behavioral intention, growing rapidly. Due to this it is important to observe e- inferring that the impact of service quality on Behavioral service quality as it is providing value to the cybernetic world intention is as essential as that of satisfaction. Findings of [4]. In this study an online shopping parameter is being study will enable the online managers to remain more studied, so the significance of service quality and competitive in the industry, as it will help them to understand improvement in quality is observed as it helps in acquiring and customer perception and expectation with online apparel retaining customers. It is true that customer satisfaction is shopping. directly associated with service quality especially in an online shopping platform and thus in turn it leads to generate repeat Keywords: Service quality, Satisfaction, Behavioral business [5]. Intention, Apparel Purchase. II. LITERATURE REVIEW In recent past there has been an exponential rise in the I. INTRODUCTION customers adopting e-commerce and hence service quality has Information Technology has changed the world around us and evolved significantly in these times; hence service quality has transformed various businesses and industries. The utilization always been a topic of research to cope with ever rising trends. of internet is facilitating, executing, and processing business Online apparel purchasing has seen a rising trends in the past transaction has changed conventional businesses into e- decade and hence various factors are being researched these businesses and retailers into e-tailors which reduces distance days to predict the curve and help e-retailers to become between buyers and sellers. Such transformations have made profitable with time. In one of the studies [6] suggested a new world a global village [1]. E-commerce in India is expected to model E-S-QUAL which identifies valuable information show a mammoth growth of US $100 billion by end of 2020, gathered from consumers and use it for understanding one of the fastest growing online commerce market in the customer's in a better manner The bases of shopping through world. The vital aspect of online shopping is the convenience virtual platforms is quite different from traditional shopping. it provides to the consumers. The rapid globalization, digital The four dimensions of online shopping are: convenience of modernization and changes in spending habits of consumers buying products and efficiency of the platform, security of the are the driving factors which have moved the fashion industry financial transactions and confidentiality of the customers' into the middle of enormous shifts. Apparel being a significant data, absence of face-to face contact which makes it very user requirement of every consumer makes the Apparel Industry, friendly, and finally the kind of service quality being offered the second largest industry in India. According to the report of post the purchase. These four dimensions fit very well in the Mckinsey's Fashion House, India will be the sixth largest online apparel shopping along with post purchase influence of apparel market with a share of $59.3 billion comparable to service quality on consumer recommendation and repurchase United Kingdom($65 billion) and Germany($63.1 billion) by behaviour.Website Design, Reliability, Responsiveness, Trust and H3: Customer satisfaction significantly influences online Personalisation calculate perception of consumers in relation apparel purchase intention. to quality of service and satisfaction level of customers [7]. H4: Satisfaction significantly mediates the relationship Previous researches clearly indicate that website design factors between electronic service quality and online apparel purchase are interpreters of quality, intentions and customers intention. satisfaction [8]. Online sellers should deliver error free services and should also secure online transactions so that Website customers can make purchase securely. The responsiveness of Design online based shopping are studies by various researchers and they have claimed that it significantly affects service quality and customer satisfaction [9] [10]. Trust is studied by several Reliability researchers because in online business the reliability between customers and virtual platforms is important [11] [12]. As Responsiveness Satisfaction Behavioral there is absence of interaction between customer and the Intention service provider, personalisation involving thanking note from online stores and handling of prompt queries place a Trust significant impact on satisfaction level of customers and on quality of service as well [13]. The willingness indulgence of an individual in an activity Personalisation describes his intention and if he spreads positive word of mouth, spends high and is willing to pay extra price then it is FIGURE1: CONCEPTUAL FRAMEWORK implicit that he has favorable Behavioral intentions towards the service provider [14]. The Behavioral intention of III. METHODOLOGY customer depends upon his experience with a service provider Quantitative research followed with cross-sectional survey and which in turn affects his intention to repurchase or revisit design was employed in research. The perceived electronic to same service provider. Furthermore, these parameters service quality measures: website design, reliability, influences satisfaction of customers with respect to being loyal responsiveness, and personalisation were considered from the and revisiting the same service provider. Customer satisfaction SERVQUAL model [23] [24] [9], items for trust were is linked to post purchase phenomenon that certainly make reframed from [25], items for customer satisfaction and customers loyal towards service provider [15] [16]. Customer behavioral intentions were revised from [26] [27] [7]. The satisfaction is broadly determined by the cumulative framework highlighted in the study has been modified and experience of customer with the service provider and it replicated in Indian online apparel shopping context to better positively affects Behavioral intention of the customers. understand consumer behavioral intention in online shopping "Customer's satisfaction can be built through the quality of context [33]. Target population of the study includes the service"[17]. Behavioral intention is though affected by respondents with vivid demographics ordering apparel online customer satisfaction and both these factors have direct in Delhi/NCR region, India. Youth within the age group of 18- relationship with service quality [18] [19]. Especially, in a 34 Years were considered as participants as they constitute the service based organization it is essential to understand the major 34.5% of the total country population. Youth not only in satisfaction level of customers because it definitely impacts India but in the entire Asian region holds more than 30% of the intention and attitude of customers. The state of the total population size [28]. Five-point Likert scale with 1 satisfaction and behavioral intention are linked as satisfaction "strongly disagree" to 5 "strongly agree" was used to measure leads to loyalty and vice-versa [20]. Customer satisfaction also Items on scale in structured questionnaire. Questionnaire was plays a significant mediating effect on Service Quality- circulated through mail and some social media platforms. A Behavioral Intention Relationship [21]. [22] Propounded a convenience sampling approach was applied for collecting model to examine the mediating effect of customer information from sample, but prior to that information system satisfaction and its effect on service quality and behavioral and marketing professors having knowledge of online intention relationship. Customer satisfaction drives intention commerce were asked to evaluate scale items and the of customers to repurchase from the same service provider if suggested changes were incorporated in the questionnaire. they get good quality of service. Based on the above Respondent's participation in survey was voluntary and discussion following hypothesis are proposed: further participants were assured through printed instruction H1: Electronic service quality components (website design, on survey instrument that the information shared by them reliability, responsiveness, trust & personalisation) during survey shall only be used for academic research. Out of significantly affect satisfaction. a total of 850 questionnaires distributed, 371 questionnaires H2: Electronic service quality components (website design, completely filled were considered for study, yielding a reliability, responsiveness, trust & personalisation) response rate of 43.6%. significantly affect behavioral intention. Respondent profile was indicated in terms of gender, education qualification, average number of hours spent online