Detalji o radu
Broj pregleda rada: 4
Naslov: Proceedings of FEB Zagreb 17 th International Odyssey Conference on Economics and Business
Godina: 2026
Autori: SANDRA JELČIĆ, MIRELA MABIĆ, NIKOLINA ČULE KARAČIĆ
Sažetak: An increasing number of customers are recognizing the advantages of online shopping, which is becoming more popular and gaining momentum among those who seek greater value in terms of information, convenience, price and choice. However, a large share of customers are merely visitors to online platforms and do not become buyers. It is therefore necessary to examine the factors that can increase the conversion rate, that is, convert visitors and potential buyers into actual customers. With the growth of e-commerce worldwide, companies are beginning to recognize the importance of being present on electronic platforms in the race for customer loyalty. Achieving low costs and having an online presence are not sufficient to ensure progress. E-service quality has become extremely important for gaining and maintaining competitive advantage and for building long-term customer relationships in the electronic environment. High e-service quality is not only a matter of website/online store appearance and functionality, but also a matter of keeping promises, i.e. service fulfilment and operational excellence, as well as respecting customer privacy. E-retailing of clothing, footwear, and fashion accessories represents a specific segment of the e-commerce market that has developed significantly in recent years. This market segment faces numerous challenges and opportunities, and its characteristics are shaped by various aspects of consumption and retail practices. The purpose of this paper is to investigate whether website efficiency, service fulfilment, and privacy are significant determinants of e-service quality in the e-retailing of clothing, footwear, and fashion accessories. The analysis showed that there is a statistically significant positive relationship between website efficiency, service fulfilment, and privacy, on one hand, and perceived e-service quality, on the other. All three dimensions are significant predictors of e-service quality, with service fulfilment and website efficiency making the strongest contribution to the prediction. The results obtained are important for designing marketing strategies aimed at improving online shopping.
Izdanje: Proceedings of FEB Zagreb 17 th International Odyssey Conference on Economics and Business
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