Customer Driven Quality Improvement of Rented Apparel Website: An Indian Perspective

The study explores and examines the relationship amongst variables of website quality and attitude towards using rental apparel services and in turn understand its influence on behavioral intention to use in the Indian cultural context. Questionnaire survey method is used to collect data from selected respondents (N = 415) with respect to six dimensions identified after literature review. The data thus collected was analyzed using SPSS and AMOS software. Findings of the study indicate that interactive display, service and trust are the most important factors which must be paid attention to in order to improve the quality of the rented apparel website. Findings and implications of these are discussed.