The Effect of Customer Service Quality on Repeat Purchase Behaviour in Nigerian Online Fashion Retail

This study examines the effect of customer service quality on repeat purchase behaviour in the Nigerian online fashion retail sector. The fashion e-commerce market in Nigeria has expanded rapidly, driven by social commerce, influencer partnerships, and mobile shopping penetration. Despite this growth, customer complaints about poor service quality including delayed deliveries, unclear return policies, and unresponsive support remain prevalent across platforms. The study adopts a cross-sectional survey design and targets online fashion shoppers in Enugu State, South East Nigeria, with a sample of 265 respondents selected through snowball sampling. A structured questionnaire measures service quality dimensions (reliability, responsiveness, assurance, empathy, and tangibles, adapted from SERVQUAL) and their influence on repeat purchase behaviour. Multiple regression analysis is employed as the primary statistical tool. The study also examines whether post-purchase satisfaction mediates the service quality-repeat purchase relationship. Preliminary findings suggest that reliability (order accuracy and delivery timeliness) and responsiveness (speed of complaint resolution) are the most critical service quality dimensions for driving repeat purchase. The research further identifies that first-time negative service experiences have a disproportionately large impact on abandonment, underlining the importance of quality consistency. Recommendations assist online fashion retailers, logistics partners, and customer experience managers in designing service standards that convert first-time buyers into loyal customers. Keywords: customer service quality, repeat purchase, online fashion retail, Enugu, SERVQUAL