CUSTOMER SERVICE QUALITY MANAGEMENT IN E-COMMERCE

Purpose. Today's e-commerce, which is one of the fastest-growing sectors of the economy, poses new challenges for companies in managing the quality of customer service. In the face of increasing competition and changing consumer expectations, high quality order processing is becoming a key factor affecting customer satisfaction and brand loyalty. According to the research thesis, the development of e-commerce is determined by modern development technologies, and the strength of this influence can be measured through consumers' purchasing decisions. The purpose of this article is to identify the determinants of e-commerce development and assess the importance of customer service quality management in a dynamically changing environment. The problem on which the study focused comes down to answering the questions: What features should characterize the company's strategy in the context of customer service and e-commerce market development?; What tools and activities are used by companies in their efforts to improve the quality of customer service within e-commerce chains? Methodology. The article uses a literature review, including monographs, articles, and reports on modern technologies used in e-commerce order handling. The research methods and techniques used included: content analysis, cause-and-effect analysis, and selected qualitative analysis methods, which were used to achieve the study objective. Findings. Effective customer service quality management not only influences a positive shopping experience, but also contributes to building lasting relationships with customers and achieving competitive advantage. Thanks to modern technologies and tools such as artificial intelligence and chatbots, it is possible to offer a faster, more personalised order fulfilment process, leading to higher service standards and optimised e-commerce processes.