Determinants that shape purchasing decisions as agile e-customer service practices

Purpose: The aim of the article is to examine the determinants influencing the decision-making process of e-customers in the context of agile service practices. The study focuses on identifying the key factors that shape purchasing behavior in the e-commerce environment. Design/methodology/approach: The study used a quantitative method in the form of an online survey whose participants were e-customers. Data analysis was carried out using statistical methods of correlation analysis, which allowed for the identification of mutual dependencies between the studied variables. Findings: The research results indicate that product quality, price, and delivery speed are the most important determinants influencing the purchasing decisions of e-customers. The importance of a user-friendly interface and feedback from other customers varies depending on the demographics of respondents. Research limitations/implications: The limitations of the study result from its geographical scope and demographic concentration of respondents. Implications for future research include expanding the sample to include more diverse population groups and exploring new determinants such as digital security. Practical implications: The practical implications of the research highlight the need to adapt e-commerce strategies to identify and meet key customer needs. Understanding and implementing agile practices can significantly improve user shopping experiences and increase user loyalty. Social implications: Social implications resulting from research indicate growing consumer expectations towards ethical and transparent company practices. Understanding the social determinants of purchases can contribute to companies shaping their offers more responsibly. Originality/value: The originality and value of the article result from the focus on agile e-customer service practices as catalysts for purchasing decisions. The study brings a new perspective on the combination of technology and consumer behavior, which is crucial for the future of e-commerce.