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The E-Business, the E-Customer, their Relationship and Interactivity

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The E-Business, the E-Customer, their Relationship and Interactivity

 

 

KunnskapskildenE-Business –
E-Business, E-Customer, Relationship and Interactivity

 

Dissertation
The E-Business, the E-Customer,
their Relationship and Interactivity 

Jan Vig

 

Dissertation  av Jan Vig om E.Business, E-Customer, Relationship and Interactivity  (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.

 

The E-Retailer Business, the E-Customer,
their Relationship and Interactivity

Table of Contents

Chapter One Introduction to the study

Chapter Two Business in Cyberspace

Chapter Three E- Retailer Commerce

Chapter Four E-Customer, Relationship and Interactivity

Chapter Five A Successful Case study – Amazon.com

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion

Appendix

 

Table of Contents

Certificate of originality
Acknowledgments
Abstract
Table of contents.
List of figures.
List of tables

 

Chapter 1

Introduction to the study 

 

 

 

Chapter One Introduction to the study

1.1 Introduction
1.2 Statement of the problem
1.3 Significance of the problem
1.4 Definitions
1.5 Overview of the dissertation

Chapter 2

Business in Cyberspace 

 

Chapter Two Business in Cyberspace

2.1 Introduction
2.2. The new digital world

2.3 The Net Economy
2.4 The interactive marketplace
2.5 Business in Cyberspace
2.6 E-Business, Organisation and Culture Change
2.7 Trends
2.8 Web Design, Usability and Communication
2.8.1 Web Communication
2.8.2 Web Design and Communication
2.8.3 Usability
2.9 Interactivity, Flow and Stickiness
2.9.1 Interactivity
2.9.2 Flow
2.9.3 Stickiness
2.10 Summary

 

Chapter 3

The E-Retailer Commerce 

 

 

 

Chapter Three E- Retailer Commerce

3.1 Introduction
3.2 The E-Commerce Opportunities, Barriers and Challenges
3.2.1 SWOT
3.2.2 Opportunities and benefits
3.2.3 Barriers and Treats
3.2.4 Challenges
3.3 E-Retailing
3.3.1 Online Retailing
3.3.2 Requirements and elements for E-Retailer commerce
3.4 Agents, intelligence agents and technology
3.5 The Customer led E-Business
3.6 The E-Retailer site development process and project management
3.6.1 The E-Retailer Web development process
3.6.2 Team and skills
3.7 The E-Retailer and Promotion
3.8 Competitive Intelligence and Market Research on the Internet
3.9 Summary

 

Chapter 4

The E-Customer, the Relationship and Interactivity 

 

 

 

Chapter Four E-Customer, Relationship and Interactivity

4.1 Introduction 108
4.2 The E-Customer 111
4.2.1 The E-Customer 111
4.2.2 The E-Customer and Benefits 113
4.2.3 The E-Customer behavior 114
4.2.4 The E-Customer and shopping 121
4.2.5 The E-Customer and shopping agents 123
4.2.6 The E-Customer and privacy 126
4.3 One-to-One Marketing and CRM 130
4.3.1 CRM 130
4.3.2 History One-to-one Marketing 132
4.3.3 Current Situation 133
4.3.4 Why is One-to-one marketing important today? 135
4.3.5 One-to-one marketing, trends and technology 136
4.3.6 One-to-one marketing tools 138
4.3.7 Benefits of One-to-one Marketing/CRM 138
4.3.8 Arguments against One-to-one marketing 140
4.3.9 Examples on One-to-one marketing 141
4.3.10 Implementing One-to-one marketing 143
4.4 E-Retailing, relationship, customer focus and customer experience 145
4.4.1 The E-Retailing and relationship 145
4.4.2 Personalisation 148
4.4.3 Create a great customer experience 152
4.5 The Customer led E-Retailer Web Site 155
4.6 Summary

 

Chapter 5

A Successful Case Study Amazon,com 

 

 

Chapter Five A Successful Case study – Amazon.com

5.1 Introduction
5.2 Amazon’s position
5.3 About Amazon.com
5.4 The Secrets of Amazon.com
5.5 Summary

 

Chapter 6

The Future, Critical Success Factors, E-Business Strategy, Results and Conclusions 

 

 

Chapter Six The Future, Critical Success Factors, E-Business Strategy, Results and Conclusion

6.1 Introduction 185
6.2 Future trends 188
6.3 The critical success factors for E-Business 194
6.4 Developing effective E-Business Strategy 203
6.5 Lessons learned 210
6.5.1 Understanding E-Business 210
6.5.2 Change 210
6.5.3 A ‘complete’ development process 211
6.5.4 Customer satisfaction 211
6.6 Recommendation 212
6.7 Conclusion

 

7

Appendix 

 

 

Appendix

Appendix 1 Search Strategy Internet
Appendix 2 Key words E-Commerce and one to one Marketing/CRM

Appendix 3 Demographics and online shopping trends
Appendix 4 Opportunities and benefits, barriers and treats, challenges
Appendix 5 Online Promotion Possibilities
Appendix 6 Letter from Jeff Bezos Founder & CEO Amazon.com

Appendix 7 Questions Concerning E-business strategy
Appendix 8 Checklist for evaluation of an E-commerce Web site

 

 

Abstract

Implementing an E-Business may be one of the most important moves a company makes. An E-Commerce site, with its nearly universal reach and highly-interactive nature, present opportunities that are not available through other means. Through an E-Commerce site, companies can increase revenues, decrease costs and build tighter relationships with their customers, employees, and business partners.

But E-Commerce requires substantial investments to create and maintain. When a company is considering to build an E-Business it is important that it plan and implement everything carefully. Only in this way a company will realise the full potential of the E-Commerce site and get a good return on its investment. It has to be stressed that to get the full potential of the Internet a company has to have a business-oriented process for planning, deploying, and maintaining an effective E-Business and the E-Business strategy has to be an integral part of the overall business strategy.

Planning and building a E-Business requires expertise in a wide variety of new areas, including, Strategic Internet Marketing Planning, Internet market research, web technologies, the unique aspects of Internet as a communication medium and online promotion to help it generate traffic to the E-Business site. Any advanced technology creates new threats as well as new opportunities as described in the dissertation. The Internet offers enormous opportunities, which are and have to be exploited by companies. It also is the home for risks to the privacy of personal data and communications,

 

The major objective of the study was to discuss and evaluate the current E-retailer Business concept and development and examine how E-Retailer business concepts have to be developed in order to meet the needs and demands of the E-Customers in a customer led world. Associated with this is the identification of the critical success factors and effective strategies that must be developed by the E-Retailers in the new digital world of the E-Customer. The aim was to develop a practical guide for retailers, who want to build and develop an E-Business, showing how electronic commerce will evolve in the future and the impact it will have. Many proven methods for creating great customer’s satisfaction was discussed. These include stickiness, interactivity, usability, personalisation, loyalty and relationship.

The guide also suggests a practical and complete E-Retailer commerce development process in ten steps. In this way the E-Retailer as client and development team is helped to build an E-cusomer focused E-Business.

 

An checklist for evaluation of the E-Commerce Web site has been developed to get the E-Retailer and development team aware of the importance of analysing competitors E-Commerce Web Site and other E-Commerce Web Sites before and after launching their own E-Commerce Site.

Download Dissertation

 

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