E-Commerce And The Internet: Relationship Marketing Opportunities For Better Online Consumer Relationship

Read Complete Research Material

E-commerce and the Internet: Relationship marketing opportunities for better online consumer relationship





Background of the Study3

Rationale of the Study4

Aims and Objectives5

Research Questions5

Scope and Significance of the Research6



E-Commerce and Internet7

Challenges of E-commerce10

Evaluation of E-Commerce Investment10

Benefits of E-commerce11

E-commerce Solutions: Relationship marketing opportunities for better online consumer relationship12

E-commerce implementation strategy13



Overview of Research Approach16

Overview of Qualitative and Quantitative Research Approaches16

Rationale for Employing a Qualitative Study17

Rationale for Employing a Quantitative Research18

Data Organization18

Analysis of Primary Data18

Research Tool Utilized19

Justification of research tools19

Data Analysis20

Qualitative Analysis20

Quantitative Analysis20


Ethical Concerns22




This chapter of the dissertation comprises of research background, and the rationale of this research, methodology, aim and objectives, significance of the research, research questions and the layout of the research study.

Background of the Study

E-commerce is the activity or process of business through the Internet which includes not the only transaction of goods or information but also includes the collaboration of inter-electronic, e-integration and e-service. It includes different electronic-activities of business such as: trade with another organisation, the internal process of a company that use to support buying and selling processes, planning and other activities. Indeed, it is the area of business and technology that remains comparatively new although business emerges and constantly changes its area. Using E-commerce, thousand of transactions can be made in a single click within a second between buyer and seller. Rayport and Jaworski (2003) argue about E-commerce as a technological-mediator between two sides (for example: customers and organisations) and this commerce are also based on inter-organisational performance where such exchanges are facilitated through electronically.

On the other side, Internet-marketing is the part of E-commerce and often used together in the business. It is the process between two parties as for example: buyer and seller, to make electronic transaction on the Internet. In Internet-marketing, activities are taking place as Communicating, Content providing and Network function offering. Finally, products or services are sold through these activities. Definitely, 'Internet technology' means a technology of the Internet, a mobile-phone network with wireless transmission, WWW (World Wide Web) and other online related technologies are included through which transaction becomes as much as possible. One evident tells that consumers are enabled to buy products/services from home (as for example: electronics, clothes, furniture, appliances etc) that benefited them to avoid drive, queue, parking, and traffic when they are shopping. They are facilitated to order such products through any of the following mediums:



•TV-shopping programs


•Direct mail

•E-mail marketing

•Social-networks marketing

E-commerce and Internet-marketing affect the. They can choose their medium of sales either sells/distributes through middleman or direct to customers, or can do business using E-commerce and Internet-marketing.

Rationale of the Study

This research is helpful for the readers to understand the impact of E-commerce and Internet marketing for better online consumer relationship. It also helps to understand the factors that influence buying behaviour of the consumers. This research study will be of help to the other researchers for developing a critical review. Researcher expects that this piece of work will also be beneficial to further researchers ...
Related Ads