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Creating value-added internet offers
2001 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Many companies have started head over heals using e-commerce without understanding their customer needs and wants, thereby failing to reach established goals. The critical issues are the necessary business process reengineering and the need of a new way of thinking in order to maximize customer value. This has lead to an increasing need for companies to evaluate their business processes and to develop new products and services adapted to the features of the Web. A lot of questions arise when a marketer wants to create value-laden offers on the Web. Common questions are: How do customers view buying products on the Web? What are the customers expectations and demands of using the Web as a tool in the purchasing process? What service attributes can create superior customer offers on the Web? What are the unique features of the Web and how does one use them to their greatest potential? Based on this, the aim of the study was to get an understanding of how a company could take advantage of the Web’s unique features when creating value-added customer offers for business-to-business customers. Multiple two- level case studies served as research strategy, whereas the empirical data was gathered through direct observations of three business-to-business e- commerce sites and through telephone interviews with the respondents responsible for the sites, and two of their customers that were using the sites. The empirical data collected, showed great similarities between the organizational customers’ perceptions of what is critical and what is not in order to do business on the Web. The study also revealed that the e-commerce sites greatly increased the perceived total customer value. In general e- commerce adds value to the customer by offering a set of new services, and thereby making the total customer offer more attractive. Further, the importance of designing Internet offers that support interaction between the customer and the supplier during the three sales phases pre-sale, sale, and post-sale, has been proved by this study. Independently of the industry there are some core services that the majority of the interviewed customers agreed upon, and which the study has identified as a basic Internet offer. What has become clear during the study is that the key features of the Web have greatly influenced the customers experienced value of the suppliers offers.

Place, publisher, year, edition, pages
Keyword [en]
Technology, marknadsföring, e-handel, Internet, kunderbjudanden, e-commerce, e-marketing, electronic marketing
Keyword [sv]
URN: urn:nbn:se:ltu:diva-49044ISRN: LTU-EX--01/331--SELocal ID: 6726efc9-101a-4541-b477-5631e4e27538OAI: diva2:1022389
Subject / course
Student thesis, at least 30 credits
Educational program
Industrial and Management Engineering, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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