Customers Experiences Management in Online Shopping: E-Retailing Quality from Young Customers' Perspective

Meeting or surpassing customer expectations is the essential component of quality providing, but there doesn't exist a comprehensive instrument specifically designed to focus on the consumer's perception of e-retailing quality. The aim of this research is to develop and test empirically the instrument for evaluation of e-retailing quality and assessment of customer satisfaction in order to provide guidelines to encourage improvements in e-commerce platform functioning and customer experiences management in online shopping. This study investigates the determinants of high quality customer experiences in online shopping on example of young customers' group, develops a measurable framework for customer online shopping satisfaction assessment, and indicates factors, which are significant for fulfillment of customers' requirements and expectations in online shopping. This paper reviews the most recognized criteria of e-commerce quality assessment in the context of customer online satisfaction and proposes a general comprehensive framework for evaluating the quality of any e-commerce service regarding to website features, e-service quality, information quality and reliability. The findings suggest that website features, e-service quality and reliability are the significant components connected with online shopping experiences, which determinate quality assessment in e-retailing, especially among young consumers. The study opened up other possibilities of quality measurement in commercial websites in order to identify possible improvements in customer service on each stage of purchase process and to develop effective customer experiences management in online environment. For managerial purposes, the study results provide managers of e-commerce platforms and online sellers with directions to benchmark and improve the e-retailing service quality.