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| Tekijä: | Souitaris, V. Balabanis, G. |
| Otsikko: | Tailoring online retail strategies to increase customer satisfaction and loyalty |
| Lehti: | Long Range Planning
2007 : APR, VOL. 40:2, p. 244-261 |
| Asiasana: | strategy retailing customers consumer satisfaction loyalty grocery trade electronic commerce United Kingdom |
| Vapaa asiasana: | e-commerce |
| Kieli: | eng |
| Tiivistelmä: | This paper explores how online retailers can combine their strategies on differentiation (here as: diff-strs.) and market scope (or segmentation) for increasing customer satisfaction and loyalty (as: s-and-l). Based on a sample of U.K. grocery e-buyers, e-shoppers are classified as either goal-oriented or experiential. The impact of a number of possible diff-strs. on the s-and-l. of each shopper segment is empirically assessed. Among others, it is shown that differentiation based on customization, product assortment and website design are more effective when directed at the experiential shopper. On the other hand, differentiation based on customer care, convenience and value for money are more successful when focused on the goal-oriented shopper etc. |
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