Uwarunkowania satysfakcji i lojalności klientów w sektorze e-commerce
Determinants of customer satisfaction and loyalty in the e-commerce sector

Summary/Abstract: This article is an attempt to solve the problem of customer retention in a constantly developing and competitive market. The main goal was to identify good practices in ensuring customer satisfaction and building customer loyalty in the e-commerce sector. The conducted research was of a quantitative nature and used a survey questionnaire as a research tool. The CAWI method, a non-probability sampling and the snowball method were used. Based on the research, it was found that e-commerce companies should focus on: diversification of delivery options, including delivery within specific time frames; the use of discounts and even free deliveries; avoiding providing the customer with a negative experience by ensuring the store's website is visually attractive, legible and easy to navigate. This article also indicated the need to diversify the practices used due to the company's target group and the need for further research in the context of ensuring customer satisfaction and loyalty in the e-commerce sector.

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