The online market is growing year by year, making online shops, according to statistics, a serious contender in the retail market. In order for online shops to compete with physical shops, service providers need to know their customers well and what influences their purchases. The shopping experience in physical stores is somewhat different from the one in online stores. Customers are influenced by different factors and customer acquisition and retention strategies vary from one form of a store to another. Thus the first questions in the theoretical part were the differences between the shopping experience in online and physical stores and the differences in achieving consumer satisfaction with the shopping experience. Through the analysis of different authors who have studied similar issues in the past, we have extracted the most important factors that influence consumer satisfaction with the online shopping experience. The research was focused on the fashion segment, as this segment is the largest both globally and in Slovenia. The empirical research was based on an online questionnaire completed by 307 people from Slovenia who have shopped online in the fashion segment in the past. The survey showed that consumer satisfaction with the consumer experience is most influenced by these factors: time saved, followed by the price of the product, the quality of the provided information about the product and safety. Price and speed of delivery are the least influential.
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