Web site & customer value : from a marketing perspective

The purpose of this dissertation is to find the key factors of web site which influence customer value. Through literature review, we find the role of web site from a marketing perspective is a medium of marketing, enhancing the marketing mix and endowing the marketing mix with new features; we also find that customer value is a comparison of benefit and cost, having both psychic value and utility value and covering the whole customer activity. On base of these, we identify eight factors of web site which, we hypothesize, influence customer value: Attractiveness, Ease of use, Accuracy, Customization, Responsiveness, Community, Comparison and Assurance. Then a survey with questionnaire method was employed. As to the design and analysis of the questionnaire, the Kano model was used…


1 Introduction
1.1 Background
1.2 Definitions
1.3 Problem & Purposes
1.4 Limitations
1.5 Outline
2 Methodology
2.1 Research philosophy
2.2 Research approach
2.3 Research strategy
2.4 Summary
3 Theoretical framework
3.1 The role of web site from a marketing perspective
3.1.1 Marketing
3.1.2 Marketing mix
3.1.3 Internet & E-commerce
3.1.4 Internet marketing
3.1.5 Internet marketing mix
3.1.6 Web site and Internet
3.2 Understanding customer value
3.2.1 The customer value coming from comparison
3.2.2 The customer value involving psychic value and utility value
3.2.3 The customer value covering the whole customers’ activities
3.3 Our research model and hypothesis
4 Empirical Frameworks
4.1 Research strategy
4.2 Kano model
4.3 The sample
4.4 Questionnaire
4.5 Reliability & validity
4.5.1 Reliability
4.5.2 Validity
4.6 Summary
5 Result & Analysis
5.1 Background
5.2 Importance evaluation
5.3 Evaluation using Kano model
5.4 Importance index & Indifference index
5.5 Summary
6 Conclusions
4.1 Summary of the dissertation
4.2 Methodological critique
4.3 Further research
4.4 Practical implication
7 References:
8 Appendix: Questionnaire

Author: Zhifeng, Zhu,Mingjiang, Tang,Yin, Hi

Source: Kristianstad University

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