Marketing- Online Shopping

How to Succeed in RetainingOnline Retail Consumers 1 . IntroductionToday there is a multitude of online retailers available all over the world merchandise anything from groceries (Tesco s ) to c percentagehes (the Gap ) and more than . nigh are with child(predicate) at retaining consumers temporary hookup former(a)s failIn for a retail website to be prosperous , it has to perform well in two activities : attracting customers and retaining them . The power is achieved through the right ads , search engine placement and in ordinary prolongting word out . And a lot of retailers contrive most of their br energy in this . however what almost the latter ? Attracting customers is far more expensive than retaining them . Shouldn t firms institutionalise more of a heighten on that ? Of course that may be easier said than don e . After all , how do we invite out what it is that keep users going back to sites bid genus Amazona growing body of research is , therefore , focalization on the key features that consumers perceive relevant when they deal online and what makes them re-purchase . The invention of this field of force is in line with this emerging literary works stream . We lead look in particular to encounter which are the determinants in retaining online consumers2 . Literature reviewThe literature on the characteristics that pay off costumers repurchasing online has a more or less recent muniment . It is only in the last cristal that the researchers have pose interested in the since the online demoralizeing has crowing considerably . Ariely and Carmon (2000 ) claimed that a crucial part of the purchasing date occurs at the finding of the purchase process , when critical factors act one s likelihood of returning to the same site . This air would contend that the fulfilment asp ects of the purchase process might accept a! great employment than the level of information provided or the amount of alternative that is available to the consumer (Reibstein 2002Similarly to the traditional shop , consumer fashion online becomes routine subsequently a while .

Once the consumer has become accustomed to shopping at a particular localisation of function or site , the finality process becomes habitual (Alba and Hutchinson 1987 . fit to Dholakia and Baggozi (2001 ) the decision to return to the same site is equivalent to the decision to buy the same brand . Therefore , as in other settings online buyers perceptions of quality are likely to play a role in e-loyalty and repurchase decisionHowever , it should be noted that short(p) commonality exists among the scales develop for measuring website characteristics important to consumers (Wolfinbarger and Gilly 2003 . Some authors focus exclusively on the website interface , while others attempt to measuring rod the intact purchase experience . Researchers have developed attributes to promise invention to return to the website (e .g , Rice 2002 , satisfaction with a website (e .g , Alpar 2001 ) and intentions to buy from the website (e .g , Loiacono , Watson Goodhue , 2002 . Some researchers focus only on e-tailing sites and on consumers , while others entangle other types of sites (e .g , news and entertainment ) and B2B (Liu Arnett , 2000 Consequently , the list...If you deficiency to get a full essay, order it on our website: OrderCustomPaper.com

If you want to get a full essay, visit our page: write m! y paper