Background: Nowadays, the development of the internet makes online shopping more popularized . The appearance of online shopping brings considerable benefits to customers, however, there are still risks in the area. To maintain good relationship management between customers and companies, it is necessary to understand the online customer experience and its relevant important factors . Purpose: The purpose of this study is to explain the impact of three factors (low-quality delivery, low-quality online customer service, and low-quality website design) on online customer experience. Methodology: The paper used a quantitative approach in cross-sectional design and collected totally 78 responses. The related data collection is conducted through a self-completion questionnaire in the online form.  Findings: The negative impacts of low-quality online customer service and low-quality website design on online customer experience are confirmed. There is an effective and strong connection between low-quality website design and low-quality online customer service. Conclusion: Based on the findings, H2 and H3 cannot be rejected but H1 needs to be rejected. One can therefore say that even in the context of rapid technological development, modern online shoppers have not changed their aversion to low-quality elements, that the view that low-quality online customer service and low-quality website design negatively affect OCE has not changed.

Bakalauro baigiamajame darbe analizuojama klientų aptarnavimo kokybė „Sarma by Douglas“ parduotuvės įsikūrusios Šiaulių mieste pavyzdžiu. Teorinėje darbo dalyje, analizuojant Lietuvos bei užsienio autorių mokslinę literatūrą, aptariama aptarnavimo kokybės samprata, pateikiami įvairūs užsienio autorių kokybės apibrėžimai, pateikiami skirtingi požiūriai į kokybę. Taip pat teoriniu kontekstu detaliau analizuojama klientų aptarnavimo kokybė. Šioje dalyje pateikiami trys kokybės vertinimo modeliai: SERVQUAL, SERVPERF bei mažmeninės paslaugų kokybės matavimo modelis RSQS (Retail Service Quality Scale). Šis modelis pasirinktas empiriniam tyrimui, kadangi „Sarma by Douglas“ yra mažmeninės prekybos parduotuvė. Tyrimo tikslas – atlikti klientų aptarnavimo kokybės vertinimą „Sarma by Douglas“ pavyzdžiu. Tyrimo imtis. Apklausoje dalyvavo 128 respondentai, apsilankę kosmetikos ir parfumerijos prekių parduotuvėje „Sarma by Douglas“ įsikūrusioje prekybos centre „Saulės miestas“. Tyrimo laikas. Anoniminė anketinė apklausa „Sarma by Douglas“ parduotuvėje (prekybos centre „Saulės miestas“) atlikta nuo 2014 m. kovo 17d. iki balandžio 4d. Tyrimui pasirinktas anketinės apklausos (raštu) metodas. Tyrimo rezultatai ir išvados. Tyrimo metu nustatyta, kad klientai kaip svarbiausią savybę reikalingą konsultantui įvardija aistrą darbui. Dauguma apklaustųjų kaip svarbiausius konsultanto įgūdžius įvardija profesinius gebėjimus. Tokius kaip: gebėjimą atsakyti į kliento klausimus bei išmanymą apie... [toliau žr. visą tekstą] / Bachelor Thesis analyzes the quality of customer service by the example of „Sarma by Douglas“ stores located in the city of Šiauliai. Theoretical part of the work analyzes scientific literature of Lithuanian and foreign authors, discusses the concept of service quality, presents various definitions of quality by a number of foreign authors and different approaches to quality. In this part of the work the quality of customer service is analyzed in a more detailed way. In the theoretical part of the thesis three models of quality evaluation are introduced: SERVQUAL, SERVPERF and RSQS (Retail Service Quality Scale). This model was chosen for the empirical part of the thesis, because „Sarma by Douglas“ is a retail store. Aim of the study – to perform the evaluation of the quality of customer service by the example of „Sarma by Douglas“ . Sample of study. The survey involved 128 respondents, that have visited cosmetics and perfume store „Sarma by Douglas“ located in shopping center „Saulės miestas“. Time of study. Anonymous questionnaire in „Sarma by Douglas“ store (shopping center „Saulės miestas“) performed from 17 March, 2014 to 4 April, 2014. For this study questionnaire (in writing) method was selected. Results and conclusions of the study. The study shows, that customers identify passion for work as the most important feature of the sales person. The majority of respondents identify professional skills, such as the ability to respond to customer questions and knowledge... [to full text]