Identifying and prioritizing operational solutions to improve the customer's enjoyable experience in electronic shopping: the application of the fuzzy Delphi mixed approach (case study: customers of virtual stores in the clothing industry)

Fierce competition has driven e-businesses to create differentiation by creating a delightful experience for customers; Because a pleasant and successful experience leads to customer satisfaction, recommended advertising and ultimately repeat purchases, and an unsuccessful experience will cause the loss of customer trust and alternative choices for future purchases. Therefore, the purpose of this research is to identify and prioritize operational methods to improve the customer's enjoyable experience in electronic purchases of virtual stores in the clothing industry. For this purpose, a mixed approach (qualitative-quantitative) of sequential exploratory type was used using fuzzy Delphi method. The studied community included 16 experts in the field of research. In order to collect data, two documentary and field methods were used. The data collection tool in the qualitative phase, document review and semi-private interview, and in the quantitative phase, was made from the researcher's questionnaire. The data were analyzed in the qualitative section using technical analysis content and in the quantitative section using the fuzzy Delphi method. The findings of the research showed that the solutions to improve the customer's enjoyable experience in electronic purchases, in order of priority, include strengthening the marketing mix with a score of 669/, and improving website features with a score of 663/. and customer orientation with a score of 647/. are, it is suggested that the advertisements are completely appropriate to the quality of the product and in accordance with the facts so that customers can buy with more confidence.