The Spanish E-retailing Customers Segmentation
The Spanish E-retailing Customers Segmentation
Author(s): Eduard Cristóbal, Frederic Marimon, Natalia Daries, Yolanda MontagutSubject(s): Business Economy / Management, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: EDITURA ASE
Keywords: Virtual supermarket; segmentation; Internet; E-commerce; marketing;
Summary/Abstract: This article analyses different factors that influence the purchasing behaviour of online supermarket customers. These factors are related to both the appearance of the website as well as the processes that take place when making the purchase. Based on these analyses, the various groups of consumers with homogenous behaviour are studied. The analysis also allows the quality of the service offered by this kind of establishment to be defined, as well as the main dimensions in which it develops. In the conclusions, factors which should influence the manager of an online supermarket to improve the quality of its service are given.
Journal: Revista de Management Comparat Internațional
- Issue Year: 11/2010
- Issue No: 5
- Page Range: 779-798
- Page Count: 20
- Language: English