AN ANALYSIS OF CUSTOMER SATISFACTION IN ONLINE SHOPPING FOR FASHION PRODUCTS

The increasing trend of e-commerce has altered the purchasing behavior of consumers, particularly in the online fashion retail sector. Online shopping offers benefits such as convenience, variety, competitive prices, and flexible payment options. However, customers may face issues after making a purchase, such as delivery issues, quality issues, size variations, inefficient return and refund policies, and poor customer service. This paper focuses on customer satisfaction during the post-purchase process of online fashion shopping, particularly for clothing, footwear, and accessories. A descriptive research design was adopted, and primary data was collected through a questionnaire survey of 110 participants in Coimbatore City.