Abstract:

Consumers worldwide are showing great interest in E-commerce and many believe that E-commerce plays a significant part in the global economy and selling apparel online is one evidence of the e-commerce impact. Many studies compared satisfaction at online setting which focuses on the pre-purchase phase and post-purchase phase. However, none of studies were conducted at point-of-purchase phase and post-purchase phase. Hence, this study proposed a better model for measuring customer satisfaction by divided it into two phases which are at point-of-purchase phase and post-purchase phase.