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- Title
The Value of Internet Commerce to the Customer.
- Authors
Keeney, Ralph L.
- Abstract
Internet commerce has the potential to offer customers a better deal compared to purchases by conventional methods in many situations. To make this potential a reality, businesses must focus on the values of their customers. We interviewed over one-hundred individuals about all the pros and cons of using Internet commerce that they experienced or envisioned. The results were organized into twenty-five categories of objectives that were influenced by Internet purchases. These categories were separated into means objectives and fundamental objectives used to describe the bottom line consequences of concern to customers. These results are applicable to designing an Internet commerce system for a business, creating and redesigning products, and increasing value to customers. The set of fundamental objectives also provides the foundation for developing a quantitative model of customer values.
- Subjects
ELECTRONIC commerce; CONSUMER research; PURCHASING; ELECTRONIC information resources; CONSUMER attitudes; MANAGEMENT science; CUSTOMER services; INTERNET sales; BUSINESS planning; ORGANIZATIONAL behavior; INTERNET marketing; CONSUMER confidence
- Publication
Management Science, 1999, Vol 45, Issue 4, p533
- ISSN
0025-1909
- Publication type
Article
- DOI
10.1287/mnsc.45.4.533