NDLI: Online retailing and relationship marketing

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Online retailing and relationship marketing

Content Provider	Scilit
Author	Thaichon, Park Dharmesti, Maria Quach, Sara Liyanaarachchi, Gajendra Weaven, Scott Ratten, Vanessa
Copyright Year	2020
Description	Over the past two decades, increasing customer demands and disruptive technologies has forced retailers to expand their online retail offerings. This chapter reviews empirical studies from top marketing and management journals to provide insights into online retailing and relationship marketing. The major topics in empirical online retailing are identified as (a) management and strategy including strategic alliances, service quality management, distribution, product offering, pricing policy and promotion strategy, (b) platform and technological features such as website characteristics, online store design and displays, product assortment, the use of search engines and information quality and (c) consumer behaviour across different stages of the purchase decision-making process namely need recognition, information search, evaluation of alternatives, purchase intention and post-purchase behaviour. The chapter also establishes the synergy between the three areas (i.e. consumers, retail management and online platform), which plays an important role in strengthening customer relationship management processes and outcomes. Accordingly, this study presents a holistic framework of research directions in online retail marketing and presents a series of managerial recommendations for facilitating efficient, effective buyer–seller interactions while maximising sales performance. Book Name: Transforming Relationship Marketing
Related Links	https://api.taylorfrancis.com/content/chapters/edit/download?identifierName=doi&identifierValue=10.4324/9781003090717-10&type=chapterpdf
Ending Page	159
Page Count	15
Starting Page	145
DOI	10.4324/9781003090717-10
Language	English
Publisher	Informa UK Limited
Publisher Date	2020-09-23
Access Restriction	Open
Subject Keyword	Book Name: Transforming Relationship Marketing Operations Research and Management Science Decision Making Retailing Customer Online Retail Purchase Marketing Relationship Consumer Behaviour
Content Type	Text
Resource Type	Chapter

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