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Customer and company voices in e‐commerce: a qualitative analysis

Rachel McLean (Lecturer in Management Information Systems at the Manchester Metropolitan University Business School, Manchester, UK)
Nigel M. Blackie (Lecturer in the School of Computing, Science and Engineering at the University of Salford, Salford, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 1 December 2004



Consumer knowledge is a very important asset for an organisation. Two types of consumer knowledge have been identified, “knowledge about customers” including customer segments, individual customer preferences, potential customers, and “knowledge possessed by customers” including knowledge about product ranges, companies, and the marketplace. e‐Commerce offers an ideal medium for the creation and exchange of both types of knowledge. This paper presents the results of an initial phase in a research cycle that looks at e‐Commerce through the lens of knowledge management. It examines e‐Commerce provision made by organisations for customers across seven facets ranging from transactional to relational facilities. The results of a self‐evaluation of companies' e‐commerce propositions are contrasted with customer expectations to determine divergence and alignment. Implications are discussed and conclusions proposed.



McLean, R. and Blackie, N.M. (2004), "Customer and company voices in e‐commerce: a qualitative analysis", Qualitative Market Research, Vol. 7 No. 4, pp. 243-249.



Emerald Group Publishing Limited

Copyright © 2004, Emerald Group Publishing Limited

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