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Aspects Of Electronic Retailing

This is a themed issue on aspects of electronic retailing. Michelle Morganosky and Brenda Cude published their first study of consumer responses to online shopping in IJR&DM in 2000. It recorded the most online ‘‘hits’’ of any paper in the journal that year and was one of the most downloaded papers in the MCB suite of journals. This is the third of their longitudinal studies in 2001 and was an extension of the second survey in that re-contact was made with the 260 participants in study two. The current study shows a maturing of the online customer with quite high customer retention rates. In fact the main reason for defection was relocation to another region of the USA where the same online service was not available to them.

The second paper, by Ruby Roy Dholakia and Outi Uusitalo also is based on a survey of US shoppers. This mail survey of 1,600 households in five major cities sought to determine consumers’ perceived benefits of electronic retailing over conventional store shopping. As the study was compiled before the dot.com hype, it is interesting to note that the key managerial implication from the research was that e-retailers need to improve hedonic benefits and not concentrate solely on utilitarian benefits. This ties in with the third paper by Richard Feinberg and his team who report on electronic customer relationship management (E-CRM) in retailing. Analysing 41 E-CRM features on the Website of the top 100 US speciality stores, general retailers and Internet retailers, they show that only a limited number of attributes were associated with customer satisfaction. Furthermore, standard retailers were lagging in the implementation of E-CRM features.

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	Business/Investing Principles Of Retailing John Fernie,Christopher Moore,Suzanne Fernie, "Principles Of Retailing"Butterworth-Heinemann \| April 9, 2003 \| ISBN: 0750647035 \| Pages 400 \| PDF \| 7.43 Mb Referring widely to real examples of change and best practice in modern retail mana ...
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