Vliv spokojenosti s e-shopem na spotřebitelskou angažovanost

Abstract

The thesis deals with the analysis of the impact of satisfaction with e-shop on consumer engagement. First part explains the theoretical basis that relates to the issue of consumer satisfaction and engagement in the e-commerce market. These theoretical findings are further applied in the practical part, which analyzes customer satisfaction of the e-shop. The research group consists of 202 respondents. Using the questionnaire survey was found out the customers' satisfaction with the e-shop and its services and also the degree of their engaged behavior towards their references groups and company. The research shows that customers are most involved in word-of-mouth communication to their references groups. Engagement towards other customers and the company is lower. The work also includes suggestions and recommendations for increasing the engagement behaviour of e-shop customers.