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

by

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I, [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

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

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the Study1

Rationale of the Study2

Aims and Objectives2

Research Questions3

Scope and Significance of the Research3

CHAPTER 2: LITERATURE REVIEW5

E-commerce5

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

Interactive Marketing16

Relationship Marketing18

Web-Based Relationship Marketing23

Customer Satisfaction24

CHAPTER 3: METHODOLOGY28

Introduction28

Overview of Research Approach29

Overview of Qualitative and Quantitative Research Approaches29

Rationale for Employing a Qualitative Study30

Rationale for Employing a Quantitative Research31

Data Collection32

Secondary Method32

Primary Data32

Sampling33

Participants34

Data Organisation34

Analysis of Primary Data34

Research Tool Utilized35

Justification of Research Tools35

Data Analysis36

Qualitative Data Analysis36

Quantitative Data Analysis37

Informed Consent37

Confidentiality38

Validity38

Reliability39

Ethical Concerns40

Conclusion41

CHAPTER 4: DISCUSSION AND ANALYSIS42

Results42

Interview Analysis53

E-commerce Disadvantages53

E-commerce Advantages54

Extent to which Companies are using E-commerce57

Factors Affecting Consumers' Online Shopping Attitude59

Perceived Security60

Perceived Privacy61

Perceived After-sales Service Quality61

Perceived Reputation62

Developing Relationship Marketing Online62

CHAPTER 5: CONCLUSION65

REFERENCES69

CHAPTER 1: INTRODUCTION

Background of the Study

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 ...