The Influence of E-Service Quality Dimensions on Customer Satisfaction: Aimed at Improving Economic Growth in China's Online Apparel E-Marketplace

Lyu Jing
MBA Student, COLD, INTI International University, Malaysia..

Abdul Rahman bin S Senathirajah
INTI International University, Malaysia..

Rasheedul Haque
MAHSA University, Malaysia.

Syriac Nellikunel Devasia
Faculty of Business, Economics and Finance, Perdana University, Malaysia..

Hariharan N Krishnasamy
INTI International University, Negeri Sembilan, Malaysia..

Majid bin Md. Isa
INTI International University, Negeri Sembilan, Malaysia..

Ganesh Ramasamy
INTI International University, Negeri Sembilan, Malaysia..

Abstract:

This research endeavours to examine the impact of electronic service quality on customer satisfaction within the context of China's online apparel e-marketplace. Employing a quantitative research approach, data is gathered through a survey conducted among online shoppers in Guizhou, China. Grounded in Parasuraman's E-SERVQUAL model, the study delves into the dimensions of reliability, empathy, tangibles, and responsiveness as determinants of customer satisfaction in the service industry. Specifically, attention is directed towards the influence of web design and responsiveness, with gender acting as a moderating variable. The findings indicate a significant effect of web design and personalization on customer satisfaction, while further investigation is warranted for the impact of responsiveness. Moreover, the study discerns that the relationship between responsiveness and customer satisfaction is contingent on gender. The research imparts evidence-based recommendations to enhance the competitiveness and profitability of e-retailers, positing that by elevating customer satisfaction, the industry can contribute to social progress and foster economic growth in China's apparel e-marketplace.