Customer readiness in e-business with ocean carrier in Hong Kong

Pao Yue-kong Library Electronic Theses Database

Customer readiness in e-business with ocean carrier in Hong Kong

 

Author: Lee, Ching-tim Gabriello
Title: Customer readiness in e-business with ocean carrier in Hong Kong
Year: 2004
Subject: Hong Kong Polytechnic University -- Dissertations
Electronic commerce -- China -- Hong Kong
Shipping -- China -- Hong Kong
Consumer behavior -- China -- Hong Kong
Department: Graduate School of Business
Dept. of Logistics
Pages: 66 leaves : col. ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1793827
URI: http://theses.lib.polyu.edu.hk/handle/200/986
Abstract: Despite the Dot.com bubble burst in the beginning of the 2lst century, the application of E-business towards existing brick and mortar companies continue to increase exponentially. E-business application has proven to be successful as it allows companies to expand their market coverage, increase efficiency and reduce cost. Ocean carriers and its customers are slow in moving towards E-business but are catching up within the past few years. In an attempt to increase E-business ratio with their customers, ocean carriers launch various E-products individually or through multi-carrier common portals along the purchasing process, often referred to as the order handling process. Hong Kong being the leading container port of the world represents a significant percentage of the ocean carriers and its customers' global business. There are estimate that transaction with ocean carriers via E-business can reduce up to 25% of the purchasing transaction cost for both the ocean carriers and its customers. This is significant and huge percentage. The ocean carriers are pushing this to drive cost down whereas their customers may not be ready. Whilst there are a lot of books, articles and research on ocean carrier, the container shipping, the liner shipping industry and separately on E-business, there is nothing specifically covering the subject of ocean carriers E-business in Hong Kong. Recent report, articles and survey done abroad on ocean carriers' E-commerce capabilities and offerings to their customers and why shippers' use of E-commerce tools are still limited in number and scope and may not be representing those of customers in Hong Kong. Separately there are interviews and feedback expressed by industry leaders, customers and researchers on E-business application between ocean carriers and its customers. These comments and feedback collected are rather diverse, not comprehensive and inconclusive on whether customers are ready, in which way, on what products and when we should offer to stand a better chance of success in increasing the level of E-business in Hong Kong. It is based on these fundamentals that identifies the need to conduct an empirical study, using quantitative survey method to either validate or nullify the qualitative interviews and feedback expressed. Five hypotheses were established, specifically design questionnaire, clearly identified total population and sample size, sending, following up and receive of return questionnaire to try to achieve unbiased results. The facts and findings concluded that majority of customers in Hong Kong are already conducting E-business with ocean carriers and that will increase to over 90% within the next 12-l8months. Despite customers are already conducting E-business they are not using all the E-products offered. The majority is using only three products with only around 25% on the remaining products. Customers also indicated they will increase the use of other E-products in the future. These findings proved that customers are rational and will only use the E-products they find beneficial to them. This give a clear signal to the ocean carriers that they have to improve and enhance their E-products including the offer of a multi-carrier common portal to maintain existing users and attract new comers onboard.

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