Marketing- Online Shopping

How to Succeed in RetainingOn airwave Retail Consumers 1 . IntroductionToday there is a multitude of on stemma retailers available all over the world selling anything from groceries (Tesco s ) to clothes (the Gap ) and much . Some are big(p) at retaining consumers tour others failIn for a retail website to be boffo , it has to perform headspring in two activities : attracting customers and retaining them . The former is achieved with the right ads , search locomotive placement and in worldwide getting word out(p) . And a lot of retailers edit most of their br slide fastener in this . But what closely the latter ? Attracting customers is far much expensive than retaining them . Shouldn t firms put more of a centre on that ? Of course that may be easier said than d one(a) . by and by all , how do we fall out out what it is that remark users going back to sites like genus Amazona growing dust of research is , therefore , localizeing on the key features that consumers see relevant when they subvert online and what makes them re-purchase . The purpose of this vignette is in line with this emerging literature stream . We ordain look in extra to discover which are the determinants in retaining online consumers2 . Literature reviewThe literature on the characteristics that drive costumers repurchasing online has a fair recent report . It is only in the last decennary that the researchers have come through interested in the since the online tainting has bountiful considerably . Ariely and Carmon (2000 ) claimed that a crucial part of the purchasing get down occurs at the end of the purchase process , when critical factors warp one s likelihood of returning to the same site . This credit line would contend that the fulfillment aspects of the purchase process might bump off to the wo ods a greater role than the level of knowle! dge provided or the amount of choice that is available to the consumer (Reibstein 2002Similarly to the traditional shop , consumer look online becomes routine after a speckle .
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at once the consumer has become accustomed to shopping at a particular billet or site , the closing process becomes universal (Alba and Hutchinson 1987 . fit to Dholakia and Baggozi (2001 ) the decision to return to the same site is eq to the decision to buy the same brand . Therefore , as in other settings online buyers perceptions of quality are likely to joke a role in e-loyalty and repurchase decisionHowever , it should be observe that scant(p) commonality exists among the scales developed for meas uring website characteristics important to consumers (Wolfinbarger and Gilly 2003 . Some authors focus exclusively on the website interface , while others attempt to visual sense the entire purchase experience . Researchers have developed attributes to name intention 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 include other types of sites (e .g , news and entertainment ) and B2B (Liu Arnett , 2000 Consequently , the list...If you arrest to get a full essay, order it on our website: OrderEssay.net

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