E-commerce and customer satisfaction: an analysis from the perspective of the digital economy

Abstract

The study analysed the relationship between e-commerce and customer satisfaction in the context of digital transformation. It showed that e-commerce has become a structural feature of the contemporary economic system, changing consumption patterns, business strategies and the interaction between organisations and consumers. The research reviewed demonstrated that, at the international, national and local levels, micro, small and medium-sized enterprises adopted digital platforms as mechanisms to expand their market, optimise sales processes and strengthen their competitive positioning. However, it was observed that the implementation of e-commerce faced limitations due to a lack of technological infrastructure, low user confidence and a lack of coherent digital strategies. Likewise, it was found that customer satisfaction was a decisive factor in business sustainability, as it depended on service quality, personalised attention and responsiveness to consumer expectations. In this sense, loyalty was interpreted as the result of a continuous process of interaction that integrated emotional, cognitive and technological factors. Finally, it was concluded that the link between e-commerce and customer satisfaction defined business competitiveness in the digital age by promoting safer, more efficient and emotionally satisfying shopping experiences. Innovation, trust and consistency between the value proposition and the actual experience were considered key to ensuring consumer loyalty and the sustainable success of organisations.