E-commerce - Cape Peninsula University of Technology

Chapter 4: Data analysis and interpretation Page 55
The main focuses for the research were evident in the response of the e­
retailers and this includes; improved product and service quality, customer
loyalty and increased market share and profitability. Improving customer
relations and loyalty through improvement of service quality is seen as great
importance to the business. Increase in sales was rated as less important.
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15
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o
To increase sales To improve customer- Driven by competition To beat competition New concept introduced
relations
reasons
to help reduce overhead
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Figure 4.1: What has led to the move into e-retailing
The experience and products and services offered
The experience according to one of the respondents has been complex,
difficult, painful, challenging and exciting. One of the respondents continues;
"It's a very difficult marketing invention. The advantages from our
company's perspective are that we already set our own rules and set our
own brand. Also people understand the brand. The disadvantage is that
the brand has already been created in terms of it being something that we
dare not break. So, in whatever we do, we have to consider the fact that
our company is in question and we also have to be exceedingly careful in
whatever decisions we are taking".