A services‐marketing perspective on e‐retailing: implications for e‐retailers and directions for further research

Mark B. Kolesar (Mark B. Kolesar is Director of Regulatory Policy at TELUS and is also at the University of Alberta and the University of Calgary, Calgary, Alberta, Canada.)
R. Wayne Galbraith (R. Wayne Galbraith is Vice President of Service Development with Ipulsys in The Hague, The Netherlands.)

Internet Research

ISSN: 1066-2243

Publication date: 1 December 2000

Abstract

There has been an explosion in the number of retail Web sites since 1995, e‐retail offering shares a few common elements specifically a product search facility (often augmented by a product evaluation facility), an on‐line purchase function and a product delivery capability. There is a body of theory and empirical research in the study of customer loyalty drivers in the services sector, which demonstrates that customers evaluate services on the basis of tangibles, responsiveness, empathy, assurance, reliability and control. These service qualities depend on the customer’s perception of the overall service experience. The most influential element in the service experience is the relationship between the service provider and the customer. The Internet is a poor service delivery medium, it lacks the capacity for direct personal interaction enjoyed by non‐Internet based services. Sets out a number of marketing and Website design implications for e‐retailers and suggests means by which e‐retailers can manage customer perceptions to increase sales and develop greater customer loyalty.

Keywords

Citation

Kolesar, M. and Wayne Galbraith, R. (2000), "A services‐marketing perspective on e‐retailing: implications for e‐retailers and directions for further research", Internet Research, Vol. 10 No. 5, pp. 424-438. https://doi.org/10.1108/10662240010349444

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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