Impact of User Experience on Gen Y Customer Loyalty in E-Commerce

Student: Shishkin Aleksandr

Supervisor: Tatiana Prokhorova

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

This research is devoted to studying the impact e-commerce website user experience (UX) has on Gen Y representatives and what aspects of website interface positively influence their customer loyalty. The goal will be achieved by a thorough investigation of existing theoretical and empirical findings, critical assessment of key positive user experience and loyalty factors, outlining fashion retail industry peculiarities and compiling a list of loyalty precursors. Hypotheses will be tested by setting up an online survey, the results of which will be statistically analyzed. The results of the study could be used in fashion retail marketing and website UI design.

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