Zákaznická spokojenost v online nakupování

The e-commerce environment is increasingly competitive and customer satisfaction is therefore a key factor for the success of e-shops. The aim of this thesis is to find out which factors most influence customer satisfaction in online shopping and what are the differences in customer satisfaction between younger and older generations. Qualitative research was chosen for practical part of the thesis and was mediated through focus groups. The results of this thesis provide a better understanding and justification of the factors that influence customer satisfaction in online shopping. The most important factors include fulfilling customer expectations, website, fast buying process and e-shop communication. These factors coincide for both generations, however, some differences were found in their importance. In terms of practical benefits, the thesis provides recommendations for e-shop owners how they can improve customer satisfaction and build a loyal customer base.