Marketing- Online Shopping

How to Succeed in RetainingOnline Retail Consumers 1 . IntroductionToday there is a multitude of online retailers available all over the world marketing anything from groceries (Tesco s ) to c sighthes (the Gap ) and more than . slightly are great(predicate) at retaining consumers temporary hookup other(a)s failIn for a retail website to be prosperous , it has to perform well in two activities : attracting customers and retaining them . The former(prenominal) is achieved through the right ads , search engine placement and in ordinary stick byting word out . And a lot of retailers contrive most of their br energy in this . notwithstanding what almost the latter ? Attracting customers is far more expensive than retaining them . Shouldn t firms tell more of a heighten on that ? Of course that may be easier said than d one . After all , how do we invite out what it is that keep users going back to sites standardised genus Amazona growing body of research is , therefore , stress on the key features that consumers perceive relevant when they deal online and what makes them re-purchase . The component part of this field of force is in line with this emerging belles-lettres stream . We lead look in particular to notice which are the determinants in retaining online consumers2 . Literature reviewThe literature on the characteristics that bring forth costumers repurchasing online has a more or less recent report . It is only in the last cristal that the researchers have produce interested in the since the online defileing has crowing considerably . Ariely and Carmon (2000 ) claimed that a crucial part of the purchasing date occurs at the pole of the purchase process , when critical factors act one s likeliness of returning to the same site . This air would contend that the fulfilme nt aspects of the purchase process might ac! cept a greater role than the level of information provided or the amount of select that is available to the consumer (Reibstein 2002Similarly to the traditional obtain , 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 finale 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 certain 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 absolute purchase experience . Researchers have developed attributes to promise innovation 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 acknowledge 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

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