E-commerce - Cape Peninsula University of Technology

E-commerce - Cape Peninsula University of Technology E-commerce - Cape Peninsula University of Technology

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Chapter 5: Recommendations and conclusion Page 71 argue that satisfied customer will remain loyal despite alternative product and service offers from competitors (Neil, 2002, Brown, 2000, Zikmund, McLeod and Gilbert, 2003, Graham, 2001 and Van der Wait, 1997). Having loyal customers suggest that companies can reduce operating costs; get extra business from referrals (have lower customer-acquisition costs). It can also lead to increased product penetration; high profit due to initial absorption of costs and premium pricing opportunities. While these factor amount to real e­ retail benefit, they also have limitations in terms of appropriate strategies that can meet set objectives. This study shows how limited small retailers are in terms of resources needed to deliver successful retail business operation. It is argued in chapter two that the reduced product prices and improved service quality is an incentive that attract customers. Retaining these customers requires up-to-date product and service information delivered timely on retail website. The reliance on high quality product and service by customers are accompanied by expectations of high level satisfaction that come with such products (Neil, 2002. Graham, 2001 and Brown, 2000). E-retailing is a formidable tool that is used to keep in touch with customers more frequently at a cost-effective rate. It is also a management strategy that can be used by the retailers to keep their customers in check at all times. Cost saving are realised by managing old customer more than seeking new market and new market opportunity with Internet (Neil, 2002: 19). The lack of understanding of customers need and taste can impede the development of appropriate strategy and improvement in the retail business operation becomes a costly exercise. This is why the researcher employs the survey method to understand the unique challenges facing e-retailers, study the strength and analyse these against the opportunities of e-retailing.

Chapter 5: Recommendations and conclusion 5.4 IMPROVED MARKET SHARE AND PROFITABILITY Page 72 Improved e-retail technique for products and services enhances the possibility of the business gaining market share and increased profit. Displaying products in three-dimensional view using technologies such as immersive video or virtual reality further enhances the functionality of an e­ retail site. The enhanced website enables customers to interact and experience products from various dimensions that are suitable to various market segments. This additional functionality can generate additional revenue stream for the e-retailer. Improve market share and profitability resulting from innovative strategy leads to e-retail business success. Therefore, innovative strategy development that recognises improved product and service quality are relevant component of this study. The impact of Internet technology on strategy development and deployment are useful determinant of customer loyalty. Customers will now have the leverage of understanding offers of quality product and services before making purchase decision. The survey of e-customers shows high customer preference for e-retailers to expand range of products and services. These features are important factors for customers who rely heavily on useful and reliable product and service information for decision making purpose. Maintaining and increasing market share now requires that information management competency of the e-retailers are critical success factors. Other suggestion and expectations of e-customer emerging from the survey are: • to expand availability of products • to improve security and privacy • to improve ease of use of the website

Chapter 5: Recommendations and conclusion<br />

5.4 IMPROVED MARKET SHARE AND PROFITABILITY<br />

Page 72<br />

Improved e-retail technique for products and services enhances the<br />

possibility <strong>of</strong> the business gaining market share and increased pr<strong>of</strong>it.<br />

Displaying products in three-dimensional view using technologies such as<br />

immersive video or virtual reality further enhances the functionality <strong>of</strong> an e­<br />

retail site. The enhanced website enables customers to interact and<br />

experience products from various dimensions that are suitable to various<br />

market segments. This additional functionality can generate additional<br />

revenue stream for the e-retailer. Improve market share and pr<strong>of</strong>itability<br />

resulting from innovative strategy leads to e-retail business success.<br />

Therefore, innovative strategy development that recognises improved<br />

product and service quality are relevant component <strong>of</strong> this study.<br />

The impact <strong>of</strong> Internet technology on strategy development and deployment<br />

are useful determinant <strong>of</strong> customer loyalty. Customers will now have the<br />

leverage <strong>of</strong> understanding <strong>of</strong>fers <strong>of</strong> quality product and services before<br />

making purchase decision. The survey <strong>of</strong> e-customers shows high customer<br />

preference for e-retailers to expand range <strong>of</strong> products and services. These<br />

features are important factors for customers who rely heavily on useful and<br />

reliable product and service information for decision making purpose.<br />

Maintaining and increasing market share now requires that information<br />

management competency <strong>of</strong> the e-retailers are critical success factors.<br />

Other suggestion and expectations <strong>of</strong> e-customer emerging from the survey<br />

are:<br />

• to expand availability <strong>of</strong> products<br />

• to improve security and privacy<br />

• to improve ease <strong>of</strong> use <strong>of</strong> the website

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