Generation Y's Customer Experience of their Loyalty to the Fashion Retailer LaModa

The study presented in the master's thesis is devoted to the analysis of influence of consumer experience on loyalty of clients of fashion retailer Lamoda Internet site belonging to generation Y. The results of the study are based on the empirical research with 216 Respondents aged 15-35 years and data analysis with the help of PLS-SEM. As a result of the study it was found that the factors of convenience of choice and making a purchase on the site of fashion-retailer; Conformity of expected quality of products with real quality of products of fashion-retailer; Satisfaction with the quality of service of the fashion-retailer; The pleasure gained from interaction with fashion-retailer, also the factor of individuality directly and positively influence on consumer experience of customers of fashion-retailer. Also, it was found that the factor of individuality prevails over other factors forming consumer experience of customers of fashion-retailer. The main result of the research was evidence of direct and positive connection between consumer experience and loyalty of consumers of fashion-retailer. The results of consumer experience and consumer loyalty in the fashion industry were confirmed by generation Y with the conclusions of the theoretical analysis. At the same time, the results of the study revealed the disadvantages of interaction between consumers and retailers, as well as develop practical recommendations to improve approaches to the formation of consumer experience generation Y and Increase of loyalty to fashion-retailer Lamoda. Keywords: consumer experience formation; Generation Y; customer loyalty; fashion retail; Structural Equitation Modeling.