The main purpose of this article is to identify factors and measure their influence on creation of positive customer experiences online. Methods that are used in this article are literature analysis for factor identification and Analytic Hierarchy Process, Kendall coefficient of expert competence and TOPSIS method to assess the influence that identified factors have on creation of positive customer experience online. For the conducted research, two groups of respondents were used. One group consisted of experts from fields related to the topic of this article and another was a group of target audience who responded to given questions. Research revealed how each factor influences creation of positive customer experiences online. In addition to this, companies from a similar business field were ranked using TOPSIS method based on how each factor affects each company.

DOI: https://doi.org/10.3846/vvf.2020.011