Factors Defining Satisfaction and Loyalty of the Online Shopping Customers Within e-Commerce and Cyber Entrepreneurship

This abstract focuses on the analysis that concerns definition of the factors that affect customer satisfaction and loyalty when using the online shopping. Through the identified factors, it is possible to precisely specify online customer segments in terms of customer satisfaction and loyalty and that will help achieve considerably more efficient targeting of Internet marketing businesses when applied in practice. In the research, e-shops are firstly categorized according to assortment which most customers buy online, while questions to the satisfaction, trust and loyalty of customers relate to the selected, most purchased assortment. The paper analyzes several research areas affecting the level of satisfaction with realizing purchase on the Internet. The first of these areas is the design of the website, a graphic layout of the e-shop website. Web design is the first factor that can attract customers and make them form certain idea of the level of seriousness and professionalism of e-shop. Another of these areas is the clarity of the web, which means ease of navigation on the e-shop website. Another factor affecting the realization of online shopping and the level of satisfaction with the online shopping is the ease of use of website during ordering goods and payment. The quality of the visual capture of assortment is another research area specific to the E-commerce due to the impossibility to touch and examine the goods before buying. Communication with the customer is another research area affecting customer satisfaction with the purchase. Communication is meant both before and after the purchase, such as a shopping assistant function, handling complaints and grievances. Another research area that affects the degree of satisfaction with the on-line purchase is transport of goods. It means variety of transport possibilities, speed and flexibility of delivery of the goods according to customer's wishes. The price of goods also plays an important role in the decision to realize online-purchase. One of the last areas of this research is security of foreign exchange payments and guarantee for the protection of consumer data. All of these areas to a greater or lesser degree contribute to satisfaction or dissatisfaction with online-shopping. The level of satisfaction is a predictor of trust that arises between a satisfied customer and the online e-shop. Built trust affects the level of loyalty of online customers. Realization of re-purchases and customer loyalty are critical to the success and profitability of online shops. This research was conducted on a sample of more than 500 respondents. For the processing were used descriptive statistics, hypothesis testing and correlation.