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Online Customer Satisfaction at Point-of-Purchase and Post-Purchase Phases
Abstract
Consumers worldwide are showing great interest in e-commerce and many believe that e-commerce plays a significant part in the global economy. Selling apparel online is one example of this e-commerce impact. Although many studies investigated satisfaction in an online shopping setting, none of these studies examined it distinctly at point-of-purchase and post-purchase phases. Hence, this study proposes an improved model for measuring customer satisfaction by considering it at point-of-purchase phase and post-purchase phase.
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