Abstract

Customer satisfaction is essential in online shopping because it directly influences the success of the business. Since the online fashion industry is highly competitive nowadays, it is important for companies to establish a loyal customer base and differentiate themselves from their competitors. Satisfied customers are more likely to repeat purchases, give positive feedback to friends and relatives and be loyal to the brand. By implementing various strategies, companies can create a positive shopping experience and increase the likelihood of repeat purchases in online shopping. The purpose of the study is to examine customer satisfaction, understanding its impact on repurchase intention and clustering the customers based on their satisfaction and repurchase intention for an online fashion brand. Data were collected by non-probability, convenient sampling method using a structured questionnaire from the 200 respondents. The data analysis shows that there is significant difference among the demographic and cluster groups towards the repurchase intention. Based on the finding suggestion and managerial implications are provided to improve overall customer experience in ecommerce website.

Keywords:Customer satisfaction; Online; Fashion retailing; Repurchase intention; Cluster analysis