E-commerce and the Internet: Relationship marketing opportunities for better online consumer relationship
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This research explores the concept of E-commerce and the use of Internet in e-commerce. This study identifies various challenges, disadvantages and advantages of e-commerce for organisations, retailers and consumers. Additionally, the research also provides details about how e-commerce can be enhanced by developing strong relationship marketing strategies. Relationship marketing helps organisations to easily interact with their consumer and customers. Furthermore, through questionnaire survey the researcher identifies the perception of consumer about the online purchasing. By interviews, the researcher has interpreted the experiences of marketing managers in relation to e-commerce activities and relationship marketing.
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION1
Background of the Study1
Rationale of the Study2
Aims and Objectives2
Scope and Significance of the Research3
CHAPTER 2: LITERATURE REVIEW5
The Changing Nature of the Internet7
Internet and E-Commerce8
Challenges faced by E-commerce Businesses12
Benefits of E-commerce12
E-commerce Solutions: Relationship marketing opportunities for better online consumer relationship13
Implementation Strategy for E-commerce14
E-commerce Businesses and Traditional Enterprises15
Web-Based Relationship Marketing23
CHAPTER 3: METHODOLOGY28
Overview of Research Approach29
Overview of Qualitative and Quantitative Research Approaches29
E-commerce is processes or activities of businesses carried out through Internet including not just the transaction of goods and flow of information but it also includes an association of e-services, inter-electronic activities, and e-integration. E-business involve various electronic-media based activated such as, planning, the internal process in an organisation which are used for supporting selling and buying procedures, performing trading activity with another firm, and other activities. It is the only type of business venue and technology that comparatively is new and will remain for a long time, even though there is a constant evolution in the area of businesses. Thousand of transaction can easily be performed with the help of just one click in shortest time period between seller and buyer through electronic business. According to an argument placed by Jaworski and Rayport (2003), e-commerce acts as a technological intermediary between two sides(such as organization and customers) and it is based on the performance of the organization where this type of exchange is facilitated by electronic means.
On the contrary, internet-marketing is a part of e-business, a procedure carried out between two sides, for instance seller and buyer, in order ...