The Consumer Choice in the E-Commerce Environment

The bachelor thesis The Consumer Choice in the E-Commerce Environment analyzes factors influencing the loyalty of e-commerce customers. The first part of the thesis describes the current situation of the e-commerce market in the Czech Republic. The second part introduces concepts that are connected to the theory of the consumer choice and CRM in the e-commerce environment. The third empirical part uses the theoretical concepts to create an empirical model which examines how the behaviour loyalty is related to the customer's satisfaction, to the marketing tactics and to the characteristics of e-shops and customers. The satisfaction with the last purchase proved to be an important determinant of the customer's loyalty. The probability of customer's loyalty depends also on the age of the e-shop and on the individual preferences. Customers for whom the price of the product is very important when making a purchasing decision tend to be less loyal. On the other hand, customers that prefer to buy at trustworthy sellers are more probable to be loyal in the future. Contrary, the marketing tactics did not prove to have any influence on the behavioural loyalty. The last part analyzes the influence of the website quality on the customer's satisfaction