E-commerce - Cape Peninsula University of Technology

Chapter 4: Data analysis and interpretation Page 69
Most of the companies indicated that their existing computer systems
can be leveraged to accommodate e-retailing, except when the issue
of system incompatibility comes into play or the existing system is
certified outdated. Then the need for new technologies arises, and
they must be developed or purchased.
Leveraging service quality from the traditional retailing to the e-retail
environment to guarantee continuity of loyal customers is another
business strategy e-retailers stated. This could be done by
incorporating the services offered into the traditional shop on the e­
retail shop. The technology aspect will include changing the interface
of the company e-retail website to a more effective one. (Hence, the
research question 3 is answered.)
E-retailers that were interviewed stated some reasons for engaging in e­
retailing: improved customer relations, increased income, entry to new
markets and to attract new customers. While they are in the process of
achieving these, they are faced with a few concerns and expectations from e­
customers. The concerns and expectations include: improvement in
customer relations, improvement in product information and product
availability, improvement of e-retail techniques and establishing of procedures
to fill Internet gaps.
In the next Chapter, recommendations will be made to enable e-retailers
improve product and service quality, maintain customer loyalty and gain
market share and profit.