EXPECTATION AND SATISFACTION EFFECT UPON CUSTOMIZATION OF ONLINE CLOTHING BUSINESS AMONG WORKING WOMEN

Abstract

This research has the purpose to study the expectation and satisfaction effect upon customization of online clothing business among working women. The sample group used in this research is the working women who buy or used to buy clothing online consisting of 240 people by using a questionnaire as a tool for data analysis. The statistics used for the data analysis is the descriptive statistics including frequency, percentage, average, and standard deviation in which for the inferential statistics, the statistical significance is at the level of .05.

The result of the study shows that 1) Most of the people who answered the questionnaire from the sampling group have the age between 26-35 years old with the education level of bachelor’s degrees or equivalent, and the marital statuses are single with the average monthly salary of 15,001 - 30,000 baht at the highest.  2) The test result of the hypothesis shows that for the expectation of the products and service of the online clothing business, the informants pay attention mostly at the creditability following by the price and for the quality, it is at the least importance. 3) The test result of the hypothesis relating to the satisfaction of the product and service of online clothing business shows that the informants of the questionnaire place importance mostly at the product sellers following by the consumer protection and the part that is given the least importance is the internet system. 4) The test result of the hypothesis shows that for the response to the customization need for the products and service of the online clothing business, the informants for the questionnaire give importance for the information storage of the customers in order to present the information as much as possible following by the modification of the products for trade and the part that is given the least importance is the amendment of information for the service. 5) The characteristics of demography include age, marital status, educational level, difference of salary, difference of expectation and satisfaction for the response to the need of each individual.