| Abstract [eng] |
Over the last few years consumer habits concerning ordering goods or services online from e-commerce platforms are marked by significant change. Rising popularity of e-commerce platforms requires finding out the trends in consumer behavior, causes of the continuity or termination of the purchasing process, and customer satisfaction. Improving these processes can further positively impact customers’ online shopping and increase retailers’ brand awareness and revenue. The aim of this Master's thesis is to analyze which touchpoints are critical for the consumer sales process by analyzing the customer journey on e-commerce platforms based on the business and consumer touchpoints. In this Master 's thesis are analysed previous scientists’ researches related to the customer journey and its touchpoints, according to this information a theoretical model was constructed. Based on the model, the touchpoints of the clothing e-commerce platform were analysed by quantitative methods. The data was collected by interviewing the respondents. For this research, the chosen interview tool was a questionnaire, collected data was processed with the SPSS program and hypotheses were tested by using the methods of descriptive statistics, Spearman correlation, linear regression modeling. Quantitative analysis is used to determine which touchpoints are critical in the customer journey. The results of the research are presented, taking into account the recommendations for further research and e-commerce vendors, whose touchpoint management has the significant impact on the customer's journey. |
