Thai customers loyalty in online clothes shopping.

Abstract

The purpose of this study was to find the specific factors that related to Thai customer loyalty in online clothes shopping by using research model that I combined across various related research models. The research model consists of four main factors that influencing customer loyalty in online shopping. These four factors were quality of product/service, customer trust, customer perceived value, and customer loyalty. This thematic paper uses qualitative methodology by collecting data from 10 Thai online customers who have experiences in online clothes shopping. It is in-depth interview for collecting customer experiences to identify the specific factors. In addition, the interview can identify Thai online customer recommendation for online clothes shops to leverage customer loyalty in further. After data analysis, the result of this study shows that convenience, famous of the online clothes shop, good clothes quality and design, shape and sizing, and loyalty program are very important to leverage customer loyalty in online cloth shopping. The results can be helpful for online clothes shops that want to know more about online customer thinking and concerns in order to develop customer loyalty in the future.