Research of comparison between different e-channel model and customer relationship commitment

• Main Authors: Tsai Meng, 蔡孟宇
• Other Authors: none
• Format: Others
• Language: en_US
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/30467466617698677309

碩士 === 雲林科技大學 === 企業管理系碩士班 === 97 === According to research, retaining customers is easier than developing new customers, and the cost of developing customers is usually double of retaining old customers. Besides, reducing 1/2 customer defection ratio can generate double profit. Therefore, it is very important for every corporations to make good customer relationship management. In recent emergent e-commerce development, statistics research and market response both have fast and impressive development. The purpose of the study is to understand what kind of factors would generate different results when consumers choose E-channel (on-line auction/ shopping mall/company website) to buy something. The study first organizes references in recent years regarding E-channel and its service quality, transaction cost, trust, reputation, and product perception as 5 dimensions to evaluate the commitment relationship between consumers and E-channel. The study finds out company website is the best one to build commitment relationship with customers. Because corporate quality and security is superior to other channels, it enables customers feel relief when they shop. The second one is on-line auction, and price is the top priority for those people select on-line auction. Therefore, if the other channels or seller’s products are much cheaper, then customers might change to different channels. The third one is shopping mall which uses all on-line transaction, and consumers can not connect with sellers or service center that will result customers feel insecurity. The sending time is too long, and the price is higher than on-line auction, so the commitment relationship with customers is not so intense. The result of this study provides entrepreneurs, owners, and other sellers to understand clearly about conditions of every E-channel is different, and they can select their own channel type investment or marketing strategy.