Customer Behaviour in eCommerce : Case Studies from the Online Grocery Market / / edited by Šárka Zapletalová, Halina Starzyczná

• Pubblicazione: Cham : , : Springer International Publishing : , : Imprint : Springer, , 2023
• Edizione: 1st ed. 2023.
• Descrizione fisica: 1 online resource (120 pages)
• Disciplina: 658.8342; 658.872
• Soggetto topico: Strategic planning; Leadership; Retail trade; Electronic commerce; Customer relations - Management; Telemarketing; Internet marketing; Business Strategy and Leadership; Trade and Retail; e-Commerce and e-Business; Customer Relationship Management; Digital Marketing
• Persona (resp. second.): ZapletalováŠárka; StarzycznáHalina
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: Intro -- Acknowledgment -- About This Book -- References -- Contents -- Contributors -- Chapter 1: Strategy of Trade Organizations -- Introduction -- Theoretical Framework of Strategy -- Business Strategies of Trade Organizations -- Cost Leadership Strategy -- Differentiation Strategy -- Blue Ocean Strategy -- Research: Business Strategies -- Research Methodology -- Sample -- Research Methods and Research Process -- Data Analysis -- Analysis of Research Results -- Summary -- References -- Chapter 2: Customer Behaviour -- Introduction -- Theoretical Framework of Customer Behaviour -- Factors Influencing Customers in the Online Environment -- The Hedonic and Utilitarian Shopping Motive -- Situational Factors -- Social Influence -- Perceived Risk -- A Feeling of Trust -- Other General Factors Influencing Customers in the Online Environment -- Behaviour of Customers Buying Food Online -- Typology of Online Grocery Shoppers -- Appeals Influencing Customer Behaviour -- The Process of Analysing the Behaviour of Customers Buying Products Online -- Research: Customer Behaviour -- Determining the Typology of Online Grocery Shoppers -- Procedure for Interpreting Clusters to Determine Typology -- Specification of the Typology of Online Grocery Shoppers -- Quality-Oriented Customers -- Suggestible Utilitarians -- Loyal Traditionalists -- Satisfied Conditional Loyalists -- Well-Off Eco-Sympathizers -- Customer Composition of the Top 3 Online Food Retailers -- Appropriate Appeals and Media Types for Use in Marketing Communication -- Appeals -- Media Types -- Research Outputs for Marketing Communication -- Determining the Target Audience -- Communication Objectives and Message Preparation -- Choice of Communication Channels and Communication Mix -- Budgeting and Feedback -- Summary -- References -- Chapter 3: Loyalty in E-Commerce -- Introduction. ; Theoretical Framework of E-Loyalty -- The Wider Context of Loyalty -- E-Loyalty and Its Definition -- The Process of Building E-Loyalty -- Factors Affecting E-Loyalty -- Consequences of E-Loyalty and Its Measurement -- Measuring the Consequences of E-Loyalty -- The Importance of E-Loyalty for E-Shops -- Research: Loyalty in E-Commerce -- Secondary Research in E-Shops -- Research Methodology -- Object of Research -- Data -- Research Questions -- Analysis of Secondary Research Results -- Behaviour of E-Loyal Customers -- Limits of the Research -- Summary and Conclusion of Secondary Research -- Primary Qualitative Research -- Research Methodology -- Respondent Sample -- Specification of the Questions -- Analysis of Primary Research Results -- Customer Relations and the Customer Base -- E-Loyalty, Its Perception and Consequences -- Determinants and Building E-Loyalty -- Discussion of Primary Research Results -- E-Loyalty, Its Perception and Consequences -- Determinants and Building E-Loyalty -- Conclusion -- References -- Chapter 4: Online Sales of Regional Brands -- Introduction -- Theoretical Framework of Regional Brands -- VOSviewer Method Application -- Brand as a Key Concept -- Concept of the Regional Brand -- Authors Dealing with Branding and Regional Branding in the Web of Science Database -- E-Commerce and SME and Regional Brands -- Research: SME Selling Goods Online and Using Regional Brands -- Primary Qualitative Research Methodology -- Research Object and Respondent Sample -- Research Subject and Research Questions -- Analysis of Research Results of Regional Companies in E-Commerce -- Business Strategy and Setting Up an E-Shop, Changes in the Sales Process -- E-Shop Assortment -- Customers and Loyalty -- Company Performance -- Positives and Negatives of Operating an E-Shop -- Discussion on Selected Results of Qualitative Research. ; Research Limits -- Answering Research Questions -- Chapter Summary -- References -- Chapter 5: Conclusion.
• Sommario/riassunto: Online shopping is undergoing significant changes around the globe, evolving in the food and non-food segments alike. Representing a vital distribution channel that reaches countless customers, sales from online shopping have long-since exceeded USD 1000 billion per year and are growing steadily. This book is intended for general readers and professionals interested in companies’ strategic orientation in connection with their online format and building and strengthening customer loyalty. In this regard, their business strategies are not considered in their full scope and complexity; instead, the book focuses more narrowly on the relationship between business strategy, buying behavior and customer loyalty.
• Titolo autorizzato: Customer Behaviour in ECommerce
• ISBN: 3-031-23574-6
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910659481103321
• Lo trovi qui: Univ. Federico II
• Serie: SpringerBriefs in Business, . 2191-5490