Customer satisfaction on the usability of fashion retail website for millennials in Ireland

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Authors
Bello, Misturah Labake
Issue Date
2019
Degree
MA of Business Studies
Publisher
Dublin Business School
Rights
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Abstract
Retail websites are developed with the aim of attracting consumers to a featured product and ensuring that the attraction, as well as the customers’ interaction, leads to purchases. The purpose of this research is to explore the usability of fashion retail websites and the impact of different features and qualities of the website on customer satisfaction and use. Respondents who were selected are millennials in Ireland and were between the age of 22 – 38. An exploratory descriptive research design that makes use of the deductive positivism philosophy was utilized. The result supports website qualities such as presence of effectively relevant graphics, consistency of information and ease of navigation and use, determine customer satisfaction. Therefore, retail website owners must be ready to invest in increasing website quality and navigability.