The Challenges of Service Quality and Customer Satisfaction for E-retailers in the Post Covid Era: A Case of Fashion Retailer Sector of Pakistan

Abstract

Service quality and customer satisfaction are important topics in the context of marketing and business, it has particularly become a challenge for the e-retailers in the post covid era. The present study aims to examine the role of E-service quality on customer satisfaction in the context of retail clothing. Also, to find out the moderating role of perceived value for money on the relationship between E-service quality and customer satisfaction. The data that was used to analyze this relationship was collected from 225 customers of online shopping. The research model was analyzed using a structural equation modeling technique. Results show that customer satisfaction is dependent on the factors of Service quality. Customers are highly satisfied if they get find the website easy to use, face no problem while placing the order, and get the product delivered on time. Moreover, the perceived value of money plays a moderating role in the relationship between E-service quality and customer satisfaction. Due to time limitations, we were able to collect 225 responses. Moreover, the results exhibit a negative influence of customer service on satisfaction. This study will help managers how they can increase customer satisfaction by offering the right amount of service. It will help managers to understand the sensitivity of each dimension of service quality influencing customer satisfaction. Moreover, while giving discounts and services they will be able to attract new customers as well. SERVQUAL has been used first time in the context of retail clothing in Pakistan. The results of this study enhance the knowledge of organizations that how online service quality is important to gain customers. It will help organizations to find out what exactly customers want from them which will help them to improve their services.