Abstract

Globalization and free movement of goods have significantly limited price competition among FMCG on-line retailers. A relationship with a customer becomes more dependent on non-price factors such as: usability of e-commerce systems and trust in a company. One of the goals of the research described in the article was to determine the influence on customer’s satisfaction and loyalty by such factors as: customer value, web-usability and trust. The article presents the outcome of the research conducted in Poland on the customers of Polish FMCG on-line retailers.