One-to-One Marketing Loyalty, and Trust in EC · Satisfaction in ec Satisfaction is one of the most important consumer reactions in the b2c online environment Recent statistics show 80%of highly satisfied online consumers would shop again within 2 months 90%would recommend the Internet retailers to others However. 87%of dissatisfied consumers would permanently leave their Internet retailers without any complaInts Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 11 One-to-One Marketing, Loyalty, and Trust in EC • Satisfaction in EC – Satisfaction is one of the most important consumer reactions in the B2C online environment – Recent statistics show: • 80% of highly satisfied online consumers would shop again within 2 months • 90% would recommend the Internet retailers to others • However, 87% of dissatisfied consumers would permanently leave their Internet retailers without any complaints
One-to-One Marketing Loyalty, and Trust in EC trust The psychological status of involved parties who are willing to pursue further interaction to achieve a planned goal How to increase trust in ec Trust between buyers and sellers Brand recognition EC security mechanisms can help solidify trust Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 12 One-to-One Marketing, Loyalty, and Trust in EC trust The psychological status of involved parties who are willing to pursue further interaction to achieve a planned goal • How to Increase Trust in EC – Trust between buyers and sellers – Brand recognition – EC security mechanisms can help solidify trust
Market research for ec The goal of market research To find information and knowledge that describes the relationships among consumers, products marketing methods, and marketers The aim of market research To discover marketing opportunities and issues, to establish marketing plans, to better understand the purchasing process, and to evaluate marketing performance Electronic Commerc Prentice Hall 2006 3
Electronic Commerce Prentice Hall © 2006 13 Market Research for EC • The Goal of Market Research To find information and knowledge that describes the relationships among consumers, products, marketing methods, and marketers • The Aim of Market Research To discover marketing opportunities and issues, to establish marketing plans, to better understand the purchasing process, and to evaluate marketing performance
Market research for ec market segmentation The process of dividing a consumer market into logical groups for conducting marketing research, advertising and sales Segmentation is done with the aid of tools such as data modeling and data warehousing Electronic Commerc Prentice Hall 2006
Electronic Commerce Prentice Hall © 2006 14 Market Research for EC market segmentation The process of dividing a consumer market into logical groups for conducting marketing research, advertising, and sales • Segmentation is done with the aid of tools such as data modeling and data warehousing
Market research for ec Online market research methods Implementing Web-based surveys Online focus groups Hearing directly from customers Customer scenarios Electronic Commerc Prentice Hall 2006 5
Electronic Commerce Prentice Hall © 2006 15 Market Research for EC • Online Market Research Methods – Implementing Web-based surveys – Online focus groups – Hearing directly from customers – Customer scenarios