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.
Author(s): Šárka Zapletalová, Halina Starzyczná
Series: SpringerBriefs in Business
Publisher: Springer
Year: 2023
Language: English
Pages: 119
City: Cham
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
