E-commerce - Cape Peninsula University of Technology
E-commerce - Cape Peninsula University of Technology E-commerce - Cape Peninsula University of Technology
Chapter 5: Recommendations and conclusion Page 73 Good e-retail sites should address the above concerns and provide necessary assurance to customers to guarantee repeat purchase. The technologies necessary to perform these tasks are available today. Therefore attracting new customers and retaining old ones should lead to increased profitability. From survey data three of the e-retail business respondents acknowledged the many problems of e-retailing. Overcoming these problems requires adequate understanding of customers needs and developing innovative strategy to satisfy them. While the impact of Internet technology on retail business is positive the many challenges of ensuring customer loyalty remain a strategic issue. Further research that investigates the impact of management strategy on e-retail business operation is recommended. The objectives set out in this study is to understand the impact of Internet technology on e-retailing and how this understanding can be used to develop and deploy solutions that improves the quality of products and services. It is also imperative from this that increases in market share and profit will result from sustained customer loyalty.
References REFERENCES Page 74 Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., Wood, S. 1997. Interactive home shopping and the retail industry. Marketing Science Institute Report Summary, 97-105. Adelaar, T., Bouwman, H. & Steinfield, C. 2004. Enhancing customer value through c1ick-and-mortar e-commerce: implications for geographical market reach and customer type. Telematics and Informatics, 21: 167-182, June 11. Anderson, R.E. & Srinivasan, S.S. 2003. E-satisfaction and e-Ioyalty: a contingency framework. Psychology and Marketing, 20(2):123-138. Agrawal, D.P., Andrews, A., Kabiraj, S. & Singh, D. 2002. Strategies and models for e-retailing: Attempted retrospection in the Indian context. http://blake.montclair.edu/-cibconf/conferenceIDATAlTheme7/lndian1.pdf [23 September 2004]. Barton, D. 1999. E-commerce: moving beyond fulfilment. Brandweek, 40(11 ):34:51-56. Berry, L.L. 1995. On Great Service. Comell Hotel and Restaurant Quarterly: 14-19, November. Berry, L.L. & Parasuraman, A. 1991. Marketing Services: Competing Through Quality. The Free Press, New York. Biobaku, M. 2005. Interview with the author on 23 March 2005, Cape Town. [Cassette recording in possession of the authorJ. Birch, A.J.,Gerbert, P & Schneider, G.P. 2000. The age of e-tail http://wwwtheantidote.co.uk [5 February 2004]. Brown, SA 2000. Customer Relationship Management: a strategic imperative in the world of e-business. Toronto, Ont.: Wiley. Browne, M., Alien, J. & Anderson, S., Jackson, M. 2001. University ofFreight transportation Association: Overview ofhome deliveries in the UK: October
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Chapter 5: Recommendations and conclusion Page 73<br />
Good e-retail sites should address the above concerns and provide<br />
necessary assurance to customers to guarantee repeat purchase. The<br />
technologies necessary to perform these tasks are available today.<br />
Therefore attracting new customers and retaining old ones should lead to<br />
increased pr<strong>of</strong>itability. From survey data three <strong>of</strong> the e-retail business<br />
respondents acknowledged the many problems <strong>of</strong> e-retailing. Overcoming<br />
these problems requires adequate understanding <strong>of</strong> customers needs and<br />
developing innovative strategy to satisfy them.<br />
While the impact <strong>of</strong> Internet technology on retail business is positive the many<br />
challenges <strong>of</strong> ensuring customer loyalty remain a strategic issue. Further<br />
research that investigates the impact <strong>of</strong> management strategy on e-retail<br />
business operation is recommended. The objectives set out in this study is to<br />
understand the impact <strong>of</strong> Internet technology on e-retailing and how this<br />
understanding can be used to develop and deploy solutions that improves the<br />
quality <strong>of</strong> products and services. It is also imperative from this that increases<br />
in market share and pr<strong>of</strong>it will result from sustained customer loyalty.
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