Consumer e-satisfaction towards online apparel shopping: Female market.

      Аннотация: The purpose of this book is to identify the e-Satisfaction factors that will encourage females in the ages of 18-30 to do online apparel shopping through a qualitative method of in-depth interviews. The first part of the research involved looking at the main issues affecting the online apparel shopping industry and then the application on marketing theories to solve these problems. Thus, leading to the second phase of the research; discovering the experience’s and views of the females. The methodological approach used in-depth interviews in order to gain the opinions of the female participants on the matter of e-Satisfaction. A number of questions were asked and the participants had to give their honest opinion on the subject. The findings suggest there are three areas in which online apparel shopping can be improved on to increase e-Satisfaction; (1) payment option, (2) social experience and (3) better quality picture of the apparel. From here on forward, online marketing managers can come up with solutions that can improve these issues leading to much higher levels of e-Satisfaction.

Ключевые слова: Apparel, Digital, E-Satisfaction, Female, marketing, Research