THE ANALYTICAL INSIGHT INTO CUSTOMER PERCEPTION OF QUALITY DETERMINANTS OF THE E-COMMERCE MODEL BUSINESS-TO-CONSUMER SUBJECTS IN THE CENTRAL EUROPEAN COUNTRIES

Radovan Bačík, Zsuzsanna Katalin Szabo, Richard Fedorko

Abstract


Purpose: The aim of the paper is to describe the specific aspects of the e-commerce model business-to-consumer as a constantly developing field of an economic life in the Central European countries according to their customers. The current state of e-business and business-to-consumer e-commerce issue was identified by the research in the Czech Republic, Hungary, Poland and Slovakia.

Methodology/Approach: For the purposes of collecting primary data the crucial factor for the selection of e-shops was identification of the suitable  online portals focused on post-purchase evaluation of e-shops in Visegrad group countries. Automatic data collection method was used for the observed variables (evaluations) within selected online portals of the identified e-shops. The total of 5,228,127 evaluations of 9,260 e-shops were analysed. The main focus was given to customer overall satisfaction with an e-shop in relation to communication with a customer or overall satisfaction with an e-shop and delivery quality.

Findings: The results of the research showed that there exists a direct relation between overall satisfaction with an e-shop and communication with customers or overall satisfaction with an e-shop and delivery quality.

Originality/Value of paper: The ambition of this paper through the findings is to help subjects of e-commerce in their marketing decisions in order to even better understand the factors that influence customers’ satisfaction.

 


Keywords


e-business; e-commerce; Visegrad group; B2C; customer satisfaction

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DOI: http://dx.doi.org/10.12776/qip.v18i2.316

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Copyright (c) 2014 Radovan Bačík, Zsuzsanna Katalin Szabo, Richard Fedorko

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