Testing the Moderating Role of Online Sales Promotions on the Relation of Service Quality and Customer Satisfaction

Abstract

The purpose of this study is to analyze the impact of online sales promotions as a moderator in the relationship between e-service quality and e-customer satisfaction in clothing industry of Pakistan. To evaluate the hypothesized relationships, the data are obtained from 228 female students from different disciplines of public and private universities in Lahore, Pakistan. The results obtained, indicate that online sales promotions play a significant role in increasing female customer satisfaction in online clothing industry of Pakistan. Further, the results shows that the monetary sales promotion has positive direct effect on e-customer satisfaction whereas, the non-monetary sales promotion has low direct effect and the direct effect of e-service quality on e- customer satisfaction is almost same in all models.