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The Development of Customer Satisfaction Measurement Model for Small Online Apparel Businesses in Malaysia

Consumers worldwide are showing great interest in E-commerce and many believe that E-commerce plays a significant part in the global economy. This study compared earlier consumer satisfaction measurement models and developed a model for small online apparel business in Malaysia. Studies compared satisfaction in online settings, which focused on the pre-purchase phase and post-purchase phase. However, none of the studies were conducted at the point-of-purchase and post-purchase phases. Hence, this study proposed a better model for measuring customer satisfaction by dividing it into two phases, which are at the point-of-purchase phase and post-purchase phase.