Shaping Consumer Satisfaction with Pricing Amidst the Digital Transformation of Economic Relations

Abstract

Introduction: In the current digitalisation of economic relations, companies’ pricing policies are becoming increasingly transparent and personalised, which affects consumer price satisfaction. The importance of the study lies in the fact that digital technologies are significantly changing consumer behaviour, promoting new approaches to customer interaction through online channels. Objective: The study aims to study the mechanisms of the formation of consumer price satisfaction in the digital environment and identify the factors that influence it. Methods: The study uses the methods of analysis and synthesis of scientific sources, comparative analysis of approaches to pricing policy, and the method of consumer survey to collect primary data. Results: The results show the importance of price transparency (83.56 %) and personalisation of offers (68.25 %) to increase customer satisfaction in digital environments. The survey showed that most respondents (92.07 %) prefer companies that offer online price comparisons and individual offers. Conclusions: The study’s practical significance lies in recommendations for enterprises to implement digital tools to improve their pricing strategy and increase customer satisfaction. It has been found that consumers expect not only price transparency but also frequent promotions and discounts in the digital environment, which allows companies to plan their pricing policies more effectively.