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Defining the customer’s expectations in e‐business

Roberto Gilioli Rotondaro (Escola Politécnica, Universidade de São Paulo, São Paulo, Brasil)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 1 December 2002

2744

Abstract

E‐commerce has recently generated, at a very fast rate, a lot of new techniques trying to win customers and make money. The success of these techniques can only be real if the customer recognizes them and, most important of all, starts buying from you. This paper deals with discovering an e‐commerce user’s expectations that make them qualify and choose an e‐business supplier. To accomplish this, we use the “critical incident technique”. This method results in a hierarchical relationship between critical incidents, satisfaction items and customer’s needs, that are related to quality dimensions. The quality dimensions obtained changed in relation to the traditional service quality dimensions, showing that after a period of experience, the customer starts to establish his/her quality standards and take decisions based on these standards. Both the surviving and the successful companies are those which will learn to identify, understand and satisfy these needs.

Keywords

Citation

Gilioli Rotondaro, R. (2002), "Defining the customer’s expectations in e‐business", Industrial Management & Data Systems, Vol. 102 No. 9, pp. 476-482. https://doi.org/10.1108/02635570210450154

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited

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