Conceptual Models on the Effectiveness of E-Marketing Strategies in Engaging Consumers

Effective marketing has always been an important factor in business success. Without the ability to identify customers and convince them to purchase the product or service being offered, businesses would not survive. Recent advancements in technology have given rise to new opportunities to engage customers through the use of electronic marketing (e-marketing). E- marketing draws from traditional marketing principles, while also expanding the types of strategies available to companies. Websites, social media, and online marketplaces are just some examples of how businesses are leveraging e-marketing approaches to connect with potential customers. In formulating sound e-marketing strategies, it is important for businesses to consider a number of factors, including methods for identifying and attracting the target market population, engaging customers, making the case to bring them to the point of sale, and tracking metrics that indicate which approaches are making the most significant financial and non-financial impacts on return of investment. As a relatively new branch in the marketing field, there is more to research and discover when it comes to effective e-marketing strategies. However, businesses that are willing to invest resources in these e-marketing strategies can build their customer base and increase return on their investment

Establishing psychological relationship between customers and retailers: a study of the small to medium scale clothing retail industry

Purpose The purpose of this qualitative study is to investigate how young female customers establish psychological relationships with small- to medium-scale retail stores over time forming purchase intentions, actual purchase patterns and repurchase behaviour. Role of various customer typologies was also considered. Design/methodology/approach A case study approach was implemented to collect and analyse data, where data was collected from 20 young female customers and ten clothing retailers using purposive sampling via semi-structured interviews. Interviews with customers were conducted in a place of their choice such as in a coffee shop, whereas data from retailers were collected in the retail stores. Both online and offline retail patronage was considered to incorporate the growing tendency towards online shopping. Results were analysed using thematic analysis. Findings This study managed to reveal a number of interesting findings on how female customers form and develop psychological relationships with clothing retailers over time that ultimately builds customer loyalty. Customer behaviour in pre-purchase, purchase and re-purchase stages can significantly vary according to their individual perceptions, whereas they have a few favourite clothing brands that they frequently shop for. Preference for online shopping was found to be minimal, most of them enjoying in store experiences. Further, word of mouth and unique designs emerged as key contributors in establishing retail brand loyalty. Practical implications This paper provides better insights for clothing retailers and industry practitioners in understanding how customer perceptions affect clothing purchase decisions. Originality/value This paper contributes to the retail literature by emphasizing on various elements that should be amalgamated through proper synthesis to serve customers. The research is unique as it analyses customer behaviour using a recreational activity model as opposed to marketing models to demonstrate how customers develop relationships with retail brands overtime

E-commerce in Morocco in the era of COVID-19: Ephemeral or lasting trend

Assessing the adoption intention of new markets and new technologies is key to their success. Thus, it is important to identify the reasons behind individuals’ acceptance and use of a particular technology. For this, the current study aims at investigating Moroccan consumers’ behavior toward using e-commerce during the COVID-19 pandemic. An empirical study has been conducted to understand the factors that influence the intention to adopt online shopping in Morocco, all while highlighting the change in behavior caused by the coronavirus. These factors include perceived risk, trust, perceived ease of use, perceived usefulness, perceived behavioral control, and subjective norm. An online questionnaire was distributed to gather data. A total of 296 answers were collected and analyzed using structural equation modeling. The results revealed a positive and significant impact of subjective norms, perceived ease of use, and perceived usefulness on Moroccan’s intention to purchase online during the health crisis. The findings can help marketers and online business owners to grasp the motives behind Moroccan consumers’ online purchase intention in the new context of the COVID-19 pandemic. The main limitation is that most of the survey respondents have a higher education, which is not representative of the Moroccan population.   Keywords: COVID-19, E-commerce, TPB, Purchase intention, Morocco JEL Classification: 033, 055 Paper type: Empirical researchAssessing the adoption intention of new markets and new technologies is key to their success. Thus, it is important to identify the reasons behind individuals’ acceptance and use of a particular technology. For this, the current study aims at investigating Moroccan consumers’ behavior toward using e-commerce during the COVID-19 pandemic. An empirical study has been conducted to understand the factors that influence the intention to adopt online shopping in Morocco, all while highlighting the change in behavior caused by the coronavirus. These factors include perceived risk, trust, perceived ease of use, perceived usefulness, perceived behavioral control, and subjective norm. An online questionnaire was distributed to gather data. A total of 296 answers were collected and analyzed using structural equation modeling. The results revealed a positive and significant impact of subjective norms, perceived ease of use, and perceived usefulness on Moroccan’s intention to purchase online during the health crisis. The findings can help marketers and online business owners to grasp the motives behind Moroccan consumers’ online purchase intention in the new context of the COVID-19 pandemic. The main limitation is that most of the survey respondents have a higher education, which is not representative of the Moroccan population.   Keywords: COVID-19, E-commerce, TPB, Purchase intention, Morocco JEL Classification: 033, 055 Paper type: Empirical researc

Applying lean enterprise principles to optimize delivery of customer service

Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management; and, (S.M.)--Massachusetts Institute of Technology, Engineering Systems Division; in conjunction with the Leaders for Manufacturing Program at MIT, 2008.Includes bibliographical references (p. 73-74).Many companies have realized significant value through the application of lean principles to manufacturing and supply chain operations. Dell Inc. in particular garnered international fame for its ability to manufacture and deliver computers using a lean, direct-to-customer approach that provided a tremendous competitive advantage. The Author suggests that these same lean principles can be applied to improve a firm's service and support operations, while acknowledging some important nuances of applying lean in a customer service environment. The Author calls to light a key differentiator between lean manufacturing and lean customer service. Specifically, while customers use relatively consistent value systems to assess manufacturing operations, different customer segments typically value customer service in very different ways. Thus, lean customer service must begin by thoroughly characterizing the value expectations and contributions of each customer segment. After characterizing these value systems, a firm must design a support channel architecture aligned with the value exchange system of the entire customer population. After designing a lean channel architecture, lean principles may be tactically applied to optimize performance within individual channels. This research project focused on improving customer service operations at Dell by using lean principles to: 1. Establish a data-driven, strategic architecture for Dell's consumer support division and 2. Identify operational improvement opportunities to drive the tactical execution of that strategy. The project began with a benchmarking study of customer service strategies at companies such as Best Buy, Apple, Fed-Ex, Amazon.com, GM, and Comcast.(cont.) The Author then proposes a "Lean Support Channel Architecture" using on-line and retail service channels to offload demand from the call centers, effectively eliminating waste from call centers. Finally, the Author examines how lean principles can be tactically applied to a retail service channel to enable the cost-effective delivery of retail support in line with the support channel architecture proposed.by Hannah Elizabeth McClellan.S.M.M.B.A

Are Generational Attitudes Toward Digital Marketing Technology Exhibited in Automobile Purchase Behaviors?

This dissertation was focused on the current digital purchasing trend in the used automotive industry in order to understand which factors impacted the growth of this trend through the lens of generational cohort theory. The growth of consumer informedness in the automotive sector has created drastic changes in how consumers are able, and willing, to purchase vehicles. Used car dealerships who adopt successful internet marketing techniques can capture and engage potential customers and then convert that engagement into sales. Companies like Carvana, Vroom, and CarMax have seized this opportunity and created a digital marketing phenomenon with major impacts on consumer purchasing behavior throughout the durable goods sector. As consumer behavior trends toward an increase in digital shopping and purchasing, this research shows that the generations considered digital natives are mostly driving that trend, which has significant implications for the sales and marketing efforts of automobile dealers. While there was ample literature available regarding generational cohort theory and its impact on consumer behavior, there remained a noticeable gap in the academic body of knowledge examining this behavior in relation to large online purchases, such as automobiles. The research question under review was, to what extent do trust, social factors, and sales strategies impact online automobile purchase behaviors, and are the relationships among the constructs moderated by generational cohort theory? For this dissertation, a survey simulation of 1361 respondents was conducted to understand which key factors impact a consumer’s willingness to purchase an automobile online. The statistical testing revealed three variables that can help predict this behavior. Further, one of the hypotheses was rejected after testing, and the others were confirmed, but only with the moderation of certain generational cohorts. Future research should be considered that follows the trend of these cohorts in their high-involvement purchase decisions, particularly in the wake of Covid-19 and the impact from brick-and-mortar stores closing during the pandemic

The factors driving continuance intention to online shopping (e-loyalty): behaviour differences in the case of Saudi Arabia

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University LondonThis study proposes a model of e-shopping continuance intentions that incorporate the revised technology acceptance model and expectation confirmation theory to measure continuance online shopping intentions within Saudi Arabia. Using structural equation modelling to confirm the model fit, and a 463-person sample, the author finds that perceived usefulness, enjoyment, and subjective norms determine online shopping continuance intentions, across male (30% of the sample) and female (70%) respondents. The structural weights are largely equivalent, yet the regression paths from site quality to perceived usefulness and perceived usefulness to continuation intentions are not invariant across the research sample. This research thus moves beyond consideration of online shopping intentions to include factors that may affect online shopping continuance. The research model is able to explain 61% of the variance in intentions to continue shopping online. Therefore, online strategies cannot ignore either direct or indirect differences in continuance intentions due to behaviour differences among shoppers in Saudi Arabia. With the high percentages of participants from the main populated regions in Saudi Arabia, the research model can be generalized across Saudi Arabia. Thus, the research has added to the limited literature on online repurchase intention or continuance intention by testing the proposed model in a context that has never before been tested. Furthermore, few prior studies use SEM as their methodological approach, and even fewer apply invariance analysis to verify behavioural differences based on gender, regional, education, e-shopping experience, and e-shopping spending with a sample obtained from Saudi Arabia. This study addresses these various knowledge gaps. Moreover, this thesis provides managers with useful and important information they can use to plan their Web sites and marketing strategies. The findings will help e-retailers to identify which web site attributes influence consumers’ e-shopping intentions, and thus improve the effectiveness of their e-shopping sites. A more thorough understanding of e-shopping continuance intention helps e-retailers to entice e-shoppers to shop online more, and entice non-online shoppers to shop online. Keywords: Internet shopping, e-shopping, technology acceptance, behavioural differences, continuance intentions, online shopping, Saudi Arabia.Government of Saudi Arabia represented by the Minister of Higher Educatio

Online Marketing Strategies for Increasing Sales Revenues of Small Retail Businesses

Small retail business leaders use online marketing to connect with consumers and the community. The purpose of this qualitative multiple case study was to explore the strategies some small retail business leaders use to implement online marketing to increase sales. Data were collected from 4 small retail business owners who successfully used strategies to implement online marketing in California. The conceptual framework for this study was Rogers\u27s diffusion of innovation theory. Data collection techniques and sources were semistructured, face-to-face interviews, and review of public business documents, company websites, social media websites, and analytical tools. A thematic analysis of the data yielded 4 themes: social media platforms and strategies, online marketing strategies and challenges, online content strategies, and follow-up strategies. Business leaders of small retail organizations who want to increase revenue, remain competitive, overcome challenges associated with online marketing, and increase communication by implementing new technology might elect to align with the strategies identified in this study. The implications for positive social change include the opportunity for small retail business leaders to increase revenue while providing more job opportunities to benefit employees, employees\u27 families, and the community

The effect of Web interface features on consumer online shopping intentions

Amid the storm of hype over Internet adoption, it is observed that during the past years, organizations have taken considerable interest in eagerly acquiring computer hardware and software to implement electronic commerce (e-commerce) applications mostly to the detriment of human aspects of the information technology (IT) solutions (Freemantle, 2002; Lockwood & Lamp, 2000). Various Internet technologies, mostly the Web, have been implemented to offer online goods and services. Many credible estimates suggest that Internet buying and selling will account for close to $2 trillion of annual economic activity by 2004 (Citrin et al., 2003; Fry, 2000). While the promise of the Internet has become a reality many businesses cannot afford to ignore, use of this medium for communication and information has not been matched by its equivalent use for shopping (Citrin et al., 2003). Most notable are Web design problems that frustrate consumers\u27 online exchange activities (A. T. Kearney, 2000). This study proposes that features incorporated in the design of Web site interfaces can affect consumer online behavioral intentions to purchase and revisit. The study draws upon theories and prior studies in the fields of management, consumer behavior, management information systems, and related disciplines to address the research question of whether and how Web site interface design features determine online consumers\u27 perceptions, attitudes, flow experienced, and their online purchase and revisit intentions. Using data from a sample of 266 online consumers, the “best fit” structural model was selected among three a priori structural models. Results of the study confirmed most of the relationships hypothesized in the research model. It was found that, indeed, different categories of interface features have different influence levels on consumers\u27 perceptions. Whereas motivator factor was significantly related to the perceived informativeness, entertainment, and irritation; hygiene factor indicated significant relationships with only irritation. The study also found statistically significant support for the relationships between most of the perceptual variables and perceived usefulness of the site as well attitude toward the site. The role of flow experienced in determining purchase and revisit intentions received statistically significant support. Overall, the results of this study provide important insights into the online consumer experience, with implications for academic research and e-commerce systems design