Does E-Marketing Mix Influence Brand Loyalty and Popularity of E-Commerce Websites?

E-commerce portals are increasing exponentially in terms of both business and data. Many organizations rely on their online websites to attract new customers, while still retaining their existing ones. E-commerce websites provide consumers with flexibility in terms of time, price, and space, during their purchases. The traditional marketing mix comprising of product, price, place and promotion (4Ps) identifies important factors in a purchase journey. In the online environment the concept of the marketing mix remains the same, except that the characteristics and functions of each factor are dynamic, suiting the online marketplace. The e-marketing mix, namely e-product, price intelligence (price sensitivity), delivery risk (place) and promotional intelligence, influences consumer buying-decisions in online markets. This research is an attempt to find the effect of the e-marketing mix on the loyalty and popularity of e-commerce sites. Data was collected using a structured questionnaire and was analyzed using a structural equation modeling-partial least squares method. The results showed that brand popularity was significantly influenced by the characteristics of the product and intelligent promotional techniques. Brand popularity had an influence on brand loyalty in an electronic marketing space

Matching Portuguese retail e-businesses to online consumers

E-commerce is being rapidly diffused geographically and is shaping all sort of industries that seek solutions to meet increasing society demands. Due to its growing importance, researchers are finding ways to track the impacts and variations of this technology all over the world. Some approaches focus on specific industries including e-grocery shopping that function as a branch for e-retail with a large number of product categories. With so many variables, there are still gaps on the research of certain product categories and countries. This research fills the gap of the online grocery retailing literature in Portugal. The research contributes to a clarification of what consumers are valuing online, for grocery shopping, in comparison to what retailers are offering. Through an extensive literature review, it was developed a tool that combines the 41 most important attributes for online consumers into 5 different dimensions: Shopping Experience, Accessibility, Security, Interactions and Customer Service. This study allows to conclude that there are three different maturity stages regarding the online supply of groceries. On a more mature phase it can be found Continente and Jumbo e-retailers that greatly exceed customer expectations. Secondly it can be found El Corte Ingles that is not as mature as the previous competitors but demonstrates a clear vision and strategy for development. Finally, with the least mature offer, it can be found Intermarché, which does not meet customer expectations. Matching Portuguese retail ebusinesses to online consumers is a starting point to understand and predict the potential of the online grocery retail market in Portugal.O comércio eletrónico está a ser rapidamente difundido em termos geográficos e está a moldar vários tipos de indústrias que procuram soluções para fazer face às necessidades da sociedade. Devido à crescente importância, investigadores procuram formas de acompanhar os impactos desta tecnologia a nível mundial. Algumas abordagens centramse em indústrias específicas como o mercado alimentar online, que funciona como uma ramificação do retalho online mais abrangente, que engloba um número grande de categorias. Com tantas variáveis, existem ainda lacunas na pesquisa de determinadas categorias de produtos e países. Este trabalho preenche a lacuna sobre o mercado alimentar online em Portugal. Visa clarificar o que os consumidores valorizam no mercado alimentar online, por comparação com a oferta dos retalhistas online. Através de uma extensa revisão de literatura, desenvolveu-se uma ferramenta que agrega os 41 atributos mais importantes para os consumidores online em 5 dimensões: Experiência de Compra, Acessibilidade, Segurança, Interações e Apoio ao Cliente. Este estudo permite concluir que existem três diferentes estádios de maturação no mercado alimentar online. Numa fase mais madura encontram-se o Continente e o Jumbo que excedem as expectativas dos consumidores. Em seguida, o El Corte Inglês cuja oferta não se encontra tão amadurecida como a dos seus concorrentes anteriormente mencionados, mas demonstra uma visão e estratégia claras para o seu desenvolvimento. Finalmente, a oferta menos madura do mercado provém do Intermarché, que não vai ao encontro das expectativas dos consumidores. Comparar os modelos de negócio retalhistas existentes com os consumidores online é um ponto de partida para compreender e prever a potencialidade do mercado alimentar online em Portugal

A Typology Of Online Window Shopping Consumers

Consumer online shopping behaviors are well attended in the IS and marketing literature. Yet, there is another group of individuals who spend a lot of time online but do not purchase anything. This online window shopping phenomenon is intriguing to both scholars and marketers yet it is less studied and little understood. Questions such as what the online window shopping consumers do during their visits, how to differentiate their activities and how to design marketing strategies to stimulate them to buy are all essential and beg for investigation. To address this gap, we propose a typology of online window shopping consumers based on the Consumer Information Processing Model, then empirically validate and refine the typology using a set of clickstream data. The final typology contains four main types of online window shopper consumers: 1) promotion finders, 2) social & hedonic experience seekers, 3) information gatherers, and 4) learners & novices. This study extends consumer online behavior research in both e-commerce and social commerce by focusing on the specific group of consumers who only do online window shopping. Besides theoretical contributions, the findings also provide marketers and businesses with valuable references for designing targeted marketing strategies or promotional activities for online window shopping consumers

A Typology of Online Group Buyers: Using Means-end Structures for Benefit Segmentation

Given the enormous growth and significant impacts of group buying on Internet business marketplaces, this study aims to develop a typology of online group buyers based upon benefits pursued by them and develop the hierarchical decision making process model for different segments of consumers from a Means-end Chain (MEC) theory perspective. The laddering interview technique was used to interview 58 online group buying users and to capture their reasons behind the online shopping behaviour, with grounded theory used to determine categories, which were then classified into attributes, consequences/benefits, and values/goals. Cluster analysis were conducted based on benefits level factors and three segments of consumers were identified: economic shoppers, balanced shoppers, and destination shoppers. Three decision making process model were developed and compared. Both similarities and differences were identified. This study has the potential to make significant contributions to both IS research and e-business regarding consumer online group buying decisions

A Comparison of Mobile Payment Procedures in Finnish and Chinese Markets

Researchers are particularly interested in factors that affect the adoption, innovations and diffusion of mobile payment, which is a typical and wide application of ICTS (Information Communication Technology Services) in developed and developing countries. Though mobile payment is an exciting domain and rapidly evolved in recent years, the existence of standardized, interconnected and widely-accepted mobile payment procedures is crucial for successful diffusion of mobile payment and has mobile commerce globally, even in one country or region. In this paper we make a comparison of mobile payment procedures in the Finnish and the Chinese market. Current payment procedures can be categorized by using strategic, participatory and operational criteria, according to the morphological method. Based on these, we analyze the current contraints on the mobile payment procedures in the Finnish-Chinese market in order to make it clear whether we can develop a generally accepted mobile payment integrative solution or merge different procedures into an interoperability system via interconnected participants with high-level protocols and regulation when necessary, because different market participants may have separate benefits

Customer Relationship Management : Concept, Strategy, and Tools -3/E

Customer relationship management (CRM) as a strategy and as a technology has gone through an amazing evolutionary journey. After the initial technological approaches, this process has matured considerably – both from a conceptual and from an applications point of view. Of course this evolution continues, especially in the light of the digital transformation. Today, CRM refers to a strategy, a set of tactics, and a technology that has become indispensable in the modern economy. Based on both authors’ rich academic and managerial experience, this book gives a unified treatment of the strategic and tactical aspects of customer relationship management as we know it today. It stresses developing an understanding of economic customer value as the guiding concept for marketing decisions. The goal of this book is to be a comprehensive and up-to-date learning companion for advanced undergraduate students, master students, and executives who want a detailed and conceptually sound insight into the field of CRM

Оптимизация бизнес процессов посредством Big Data

Big data is a collection of huge useful information that cannot be read using standard computing structures. Big data is not just data, it has already become a whole area that includes a set of tools, contexts, and structures. It uses complex data sets to select direction, course, and direct management within organizations. By improving and performing calculations, important structures can be obtained that are necessary for an accurate and deep understanding of the results obtained through the study of the organization's data. In this study, we examined different types of data and their use for e-Commerce, and specific methods for securing and developing data for use in complex organizations. In addition, we looked at big data issues related to the Internet and how to use it in web business. Большие данные – набор огромной полезной информации, которая не может быть прочитана с помощью стандартных вычислительных структур. Большие данные – это не только данные, они уже стали целой областью, которая включает набор инструментов, контекстов и структур. Она использует сложные наборы данных для выбора направления, курса и проведения непосредственного управления внутри организаций. С помощью усовершенствования и выполнения вычислений могут быть получены важные структуры, необходимые для точного и глубокого понимания полученных результатов через исследование данных организации. В этом исследовании мы изучили разные типы данных и их использование для электронной торговли, и особые методы для обеспечения безопасности и развития данных для использования в сложных организациях. Кроме того, мы рассмотрели вопросы больших данных, касающихся интернета, и пути их использования в веб-бизнесе

Sustainable urban freight transport adopting public transport-based crowdshipping for B2C deliveries

Abstract Cities crave innovative logistics solutions dealing with the requirements of the 'on demand economy'. The paper estimates the willingness to act as a crowdshipper (supply) and to buy a crowdshipping service (demand) to get goods delivered/picked-up in the last mile B2C e-commerce situation. Specifically, it innovates by considering an environmental-friendly crowdshipping based on the use of the mass transit network of the city where parcels customers/crowdshippers pick-up/drop-off goods in automated parcel lockers located either inside the transit stations or in the surroundings. This issue is very important since "standard" crowdshipping is usually not able to reduce congestion and polluting emissions due to the dedicated trips performed using private motorized vehicles. The paper rests on an extensive stated preference survey. The hypothetical scenarios used to acquire both demand (customers') and supply (crowdshippers') preferences make use of the most relevant attributes emerging from a preliminary investigation performed in the study context. The investigation is performed in the city of Rome and the metro is the transit system considered. The results are useful in understanding and quantifying the potential of this freight transport strategy for e-commerce in an urban context and in providing local policy makers with a good knowledge base for its future development

Digital Analytics:Modeling for Insights and New Methods

Firms are increasingly turning towards new-age technologies such as artificial intelligence (AI), the internet of things (IoT), blockchain, and drones, among others, to assist in interacting with their customers. Further, with the prominence of personalization and customer engagement as the go-to customer management strategies, it is essential for firms to understand how to integrate the new-age technologies into their existing practices seamlessly to aid in the generation of actionable insights. Towards this end, this study proposes an organizing framework to understand how firms can use digital analytics, within the changing technology landscape, to generate consumer insights. The proposed framework begins by recognizing the forces that are external to the firm that then leads to the generation of specific capabilities by the firm. Further, the firm capabilities can lead to the generation of insights for decision making that can be data-driven and/or analytics-driven. Finally, the proposed framework identifies the creation of value-based outcomes for firms and customers, resulting from the insights generated. Additionally, we identify moderators that influence (a) the impact of external forces on the development of firm capabilities, and (b) the creation of insights and subsequent firm outcomes. This study also identifies questions for future research that combines the inclusion of new-age technologies, generation of strategic insights, and the achievement of established firm outcomes