INFLUENCE OF E-COMMERCE ATTRIBUTES ON CUSTOMER SATISFACTION AND LOYALTY

Abstract

The Internet has provided retailers with a whole new
way of conducting business, reducing fixed costs such as renting
space, but at the same time a way of increasing the need to
develop and invest in digital marketing tools, sales promotions
and after-sales services. A large number of virtual stores where
customers can shop without leaving their home or workplace have
been opened. Marketing research was conducted with the aim of
analyzing the impact of e-commerce attributes on customer
satisfaction and loyalty in the Republic of Serbia. Seven
hypotheses have been tested in this paper. Observing the
importance of all constructs, it has been found that the attributes
of e-commerce are extremely important and that almost all of
them affect satisfaction. The impact of website security on
customer satisfaction has proven to be less relevant, and the
quality of information does not directly affect customer loyalty.
This research has shown that the development of e-commerce in
the Republic of Serbia is growing, and that customers are
increasingly preferring this type of shopping. The golden thread
in this paper is its ability to collectively measure the factors that
affect the satisfaction and loyalty of online consumers. At the very
end of the paper, economic implications are given, as well as
recommendations for further research.