Omni-Channel supply chain: a study of the relationship on Omni-channel supply chain and logistics service quality influencing online purchasing behaviour

The consumer behaviour had been affected by the evolution of digital technologies and internet. Online shopping is becoming more popular, with e-commerce market growth that encourages involvement of retailers. However, consumers' satisfaction is still the same as they request for a seamless and frictionless shopping experience, an 'Omni-channel supply chain'. Retailers need to understand the new phenomenon and how the concept is influencing customer purchasing behaviour, especially online shopping. Furthermore, several researches had highlighted the importance of logistics service quality in predicting online purchasing behaviour. Thus, this study investigates the relationship on Omni-channel supply chain and logistics service quality in influencing online purchasing behaviour. A survey-based approach is used to collect data from consumers about their perception. Overall, the study had enhanced the understanding of the relationship on Omni-channel supply chain and logistics service quality with online purchasing behaviour. In addition, the understanding of online purchasing behaviour in Omni-channel context has enabled retailer to allocate resources in designing new strategies

Finding patterns from a user-centric perspective using knowledge discovery methods

[EN] Chained advertisement involves breaking down a marketing campaign message into multiple banners that are shown to a user in a specific sequence in order to create a less intrusive and more effective campaign. The challenge is determining the most effective sequence of websites and banner order. This study aims to develop a recommendation system to assist with this issue. To address the vast size of the internet and the complexity of the problem, the research uses a data-driven computational approach to estimate the probability of different sequence events and apply this to real user data from a leading company. The proposed method is faster and more efficient than previous approaches.Palomino, A.; Gibert, K. (2023). Finding patterns from a user-centric perspective using knowledge discovery methods. Editorial Universitat Politècnica de València. 307-317. https://doi.org/10.4995/CARMA2023.2023.1604130731

Engagement, Search Goals and Conversion - The Different M-Commerce Path to Conversion

While the use of smartphones is increasing, conversion rates for mobile platforms are still significantly lower than those for traditional e-commerce channels, suggesting that these platforms are characterized by distinct consumption patterns. In this research, using detailed event log-files of an online jewelry retailer, we analyze user engagement and navigation behaviors on both platforms, model search goals and their effect on purchase decisions, and develop a conversion prediction model. Our initial results show that user engagement is significantly higher in PC sessions compared to mobile sessions, although mobile sessions reflect a higher level of user engagement than PC sessions. These results indicate that m-commerce involves more than ensuring mobile-compatibility of websites, and that mobile consumers follow a distinct path to purchase involving distinct search and browsing behaviors. Therefore, analysis of the different types of consumption behaviors is necessary to understand the factors that lead to conversion on mobile e-commerce platforms

E-Fulfillment and Multi-Channel Distribution – A Review

This review addresses the specific supply chain management issues of Internet fulfillment in a multi-channel environment. It provides a systematic overview of managerial planning tasks and reviews corresponding quantitative models. In this way, we aim to enhance the understanding of multi-channel e-fulfillment and to identify gaps between relevant managerial issues and academic literature, thereby indicating directions for future research. One of the recurrent patterns in today’s e-commerce operations is the combination of ‘bricks-and-clicks’, the integration of e-fulfillment into a portfolio of multiple alternative distribution channels. From a supply chain management perspective, multi-channel distribution provides opportunities for serving different customer segments, creating synergies, and exploiting economies of scale. However, in order to successfully exploit these opportunities companies need to master novel challenges. In particular, the design of a multi-channel distribution system requires a constant trade-off between process integration and separation across multiple channels. In addition, sales and operations decisions are ever more tightly intertwined as delivery and after-sales services are becoming key components of the product offering.Distribution;E-fulfillment;Literature Review;Online Retailing

Revisiting the Use of Customer Information for CRM

For the past decade, customer relationship management (CRM) has been one of the priorities in marketing research and practice. However, many of the CRM systems did not perform as the companies expected. As such shortcoming could be due to inappropriate data input, this study provides a comprehensive overview of the empirical CRM literature. Along the phases of the CRM process, the authors show which kind of data has successfully proven to achieve the CRM objectives. The study provides researchers with a review of the empirical research on CRM and allows practitioners insights on the usability of customer data for CRM. --Customer Relationship Management (CRM),Customer Data

Goal Attainment on Long Tail Websites: An Information Foraging Approach

Information foraging theory (IFT) has emerged within the previous decade as a way of explaining the behavior of individuals as they hunt for information (Pirolli, 2007). In IFT, users forage for information using their metaphorical sense of smell which helps guides them through patchy areas of their environment. This preliminary research leverages IFT to build two versions of a clickstream model of information foraging that uses clickstream data to explain goal achievement. The goal being examined is the purchase of a product or submission of a contact form at long tail websites (i.e., sites with limited traffic). The first version of the model uses session-level panel data to examine across-website goal-seeking browsing patterns. Page-level data is used in the second version of the model to reason about browsing patterns within a website. The hypotheses and their related measures are presented for each version of the model

Factors Influencing Customers’ Perception of Digital Banking Service Quality in Vietnam

Purpose: This paper examines the impacts of gender, education, and age on consumer’s perception of digital banking service quality in the case of a branch of Bank for Investment and Development of Vietnam.   Theoretical framework: Inspired by Parasuraman‘s five dimensions of service quality, this research defined four criteria measured digital banking service quality including the security, the ability, the convenience, and the supported policies for customers. Among different factors influencing consumers’ perception, the authors selected to analyzed impacts of education, gender, and age of consumers.   Design/Methodology/Approach: Primary data was collected from 200 customers who were randomly selected, then analyzed by descriptive statistics. The T-test, Cronbach Alpha, and ANOVA were used to test the differences of consumers’ perception of digital banking service quality by their gender, age, and education.   Findings: The analysis showed that consumers’ perception of digital banking service quality clearly differed by their gender and age. Nevertheless, there was not a clear correlation between educational levels and their perception of security, convenience, and promotion policies of digital banking services.   Research, Practical & Social implications: The findings imply that Vietnamese commercial banks need to improve the quality of digital banking services by: cooperating with Fintech companies to increase security, improving human resource quality, innovating technology and promoting communication activities.   Originality/Value: This study indicated the differences of consumers’ perception of digital banking service quality by their age, gender, and education. All the respondents of the survey are digital banking service users.