MGT 3862 Chapter Notes - Chapter 4: Customer Retention, Customer Satisfaction
Chapter 4: E-Customers
SUPPLY CHAIN IMPACT VIA TECHNOLOGY
ADVERTISING
Advertisements need to be better planned, more imaginative, more entertaining, and more
rewarding to consumers
• Madison & Vine—the intersection of Madison Avenue and Hollywood—represents the
merging of advertising and entertainment in an effort to break through the clutter and
create new avenues for reaching
consumers with more
engaging messages
PROFILE YOUR E-CLIENT
• Trust and time are very important
• Protect privacy
• Limit data info requests
• Like persoal tailored ouiatio
• “erie….serie….serie….
ENGAGING CUSTOMERS
What does a egaged ustoer look like? “oe harateristis a ilude:
• May not actually buy a lot (Influencer)
• A poster (ratig & reiews)
• Great chance of these people becoming zealots
• Need to deelop a rad aassador prograe ith these liets
HOW ENGAGING ARE YOUR CUSTOMERS
Does the customer segment buy your product more or less frequently compared to
competitors?
Does your customer frequently purchase?
Is the customer a frequent visitor to the website?
Does the customer spend above the average site visit duration?
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Document Summary
Profile your e-client: trust and time are very important, protect privacy, er(cid:448)i(cid:272)e . ser(cid:448)i(cid:272)e . ser(cid:448)i(cid:272)e . O(cid:373)e (cid:272)hara(cid:272)teristi(cid:272)s (cid:373)a(cid:455) i(cid:374)(cid:272)lude: may not actually buy a lot (influencer, a (cid:862)poster(cid:863) (rati(cid:374)g & re(cid:448)iews, great chance of these people becoming zealots, need to de(cid:448)elop a (cid:862)(cid:271)ra(cid:374)d a(cid:373)(cid:271)assador progra(cid:373)(cid:373)e (cid:449)ith these (cid:272)lie(cid:374)ts. Ix c" of cu tomer motivation-new ovp: content, customization, community, convenience, choice, cost reduction. This assesses the consumers propensity to purchase a retail product using the internet. De-kare suggests factors that should be considered in the electronic shopping test: product characteristics. Does the product need to be physically tired or touched before it is bought: familiarity and confidence. Considers the degree to which the consumer recognizes and trusts the product or brand: consumer attributes. These shape the buyers behaviour-are they amenable to online purchases in terms of access to the technology, skills available and do they no longer wish to shop for a product in a traditional retail environment.
