Ocena elastyczności księgarń internetowych wg modelu cyklu aktywności klienta
Evaluation of Online Bookstores Flexibility based on the Customer Activity Cycle Model

Summary/Abstract: Flexibility is one of the very desirable features in business, high flexibility is associatedwith a good customer service, a rapid response to market needs and it also leadsto good business results. Flexibility is tested in many points of view in various sectors, butwith regard to e-commerce has not been well elucidated yet. The article is aimed to evaluatethe flexibility of online bookstores based on the model customer activity cycle describedby Jin and Oriaku [2013], this assessment is preceded by the operationalization ofthe theoretical model proposed by mentioned authors. The evaluation was conducted insix randomly selected e-bookstores. Conducted research on online bookstores is based onthe multiple case study methodology. The study leads to a quantitative assessment of theflexibility for each bookstore. The results of the evaluation were discussed with regard tothe performance achieved by online bookstores. The conducted study showed that theevaluation of flexibility based on customer activity cycle model is a valuable tool with thepotential for practical utilization in e-commerce.

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