Abstract:

This paper focuses on customer feedback in B2C e-shops and tries to identify which ways for givingcustomer feedback are attractive for customers, which obstacles are perceived when customers consider giving their feedback and which stimuli boost giving customer feedback. A method of an electronic questionnaire was used – totally 322 completed questionnaires were further processed. The findings show that the most attractive ways for obtaining customer feedback are electronic questionnaires as a part of e-mail messages and contact form on the website whereas the least attractive way is via Skype. Further, two biggest barriers were perceived: feeling that giving customer feedback is useless and necessity to spend disproportionate amount of time. Finally, the presented findings show that the most important stimulus for giving customer feedback has a form of the opportunity to have a look at the real versions of feedback, provided by other customers.