Beam Journal of Economic Studies
Volume 9, Numéro 1, Pages 635-649
2025-03-17
From Click To Delivery Exploring The Customer Journey In E-commerce
Authors : Meradi Samir . Abdelhak Soumia . Diouani Hela .
Abstract
The study explores the evolving dynamics of the online customer journey, a crucial aspect of modern e-commerce shaped by technological advancements and changing consumer expectations. The research addresses the challenges businesses face in ensuring seamless experiences across all touchpoints, from product search to post-purchase engagement. The main objective was to identify key factors influencing customer satisfaction and loyalty throughout this journey. Using a qualitative approach, semi-structured interviews were conducted to gather detailed insights into consumer behaviors and expectations. The findings emphasize the importance of intuitive navigation, transparent pricing, reliable delivery systems, and personalized post-purchase communications. These results underline the need for e-commerce platforms to adopt a customer-centric approach, ensuring consistency and value at every stage of the journey to foster trust and long-term loyalty.
Keywords
E-commerce ; Online customer journey ; Website ; Delivery
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