Development of Recommendations for the Creation of Positive Customer Experience in Online Retail on Russian Market

This work is aimed to the development of recommendations for companies to create a positive customer experience in online retail on the Russian market. The following tasks were identified to achieve the goal: 1) To study the theoretical aspect of customer experience: its essence, significance, approaches to definition and formation, 2) To study the theoretical aspect of customer experience in an online environment 3) Conduct a series of in-depth interviews with customers and identify internal factors (insights) that affect their experience 4) Conduct a survey among buyers of clothing online stores to obtain statistical data on the significance of factors 5) Analyze the current state of online retail of the Russian clothing market 6) Develop recommendations for online retailers to build a positive customer experience The research methodology includes three stages: 1) conducting in-depth interviews; 2) conducting an online survey; 3) analysis of the obtained data and the construction of the Kano model. The result of this study is a set of developed recommendations for representatives of online clothing retail in the Russian market.