Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Graduate School of Business | en_US |
| dc.creator | Wong Lau, Siu Kuen | - |
| dc.identifier.uri | https://theses.lib.polyu.edu.hk/handle/200/7038 | - |
| dc.language | English | en_US |
| dc.publisher | Hong Kong Polytechnic University | - |
| dc.rights | All rights reserved | en_US |
| dc.title | A study of customization strat[e]gies for online retailing businesses | en_US |
| dcterms.abstract | The ever-expanding Internet and fast-growing pace of online shopping mandates that companies implement buyer-centric strategies that view customers as active participants and co-producers of their products and services. In addition to the three dimensions of customization (decision, transaction and product) initiated by Thirumalai and Sinha in 2009 and 2011, this paper introduces preferential treatment, a form of relationship customization, as a new perspective of customization. In China, with the approach of preferential treatment for increasing customer satisfaction and retention, companies offer different specific privileges to different types of customers. This study investigates the impact of the four different customization strategies on customer satisfaction. From our Web-based survey on a renowned online jewelry company in China, we collected 1,383 responses from its existing customer database. The results from AMOS revealed that information and product customizations and preferential treatment (except for transaction customization) have a significant impact on customer satisfaction, which in turn was found to have a significant impact on loyalty. We further tested the moderation effect of two customer types (ordinary members and VIP members) upon the relationships between different customization strategies and customer satisfaction. Our results show that ordinary members feel satisfied once they received the privileges. | en_US |
| dcterms.alternative | A study of customization strategies for online retailing businesses | - |
| dcterms.extent | ix, 144 leaves : ill. ; 30 cm. | en_US |
| dcterms.isPartOf | PolyU Electronic Theses | en_US |
| dcterms.issued | 2012 | en_US |
| dcterms.educationalLevel | All Doctorate | en_US |
| dcterms.educationalLevel | D.B.A. | en_US |
| dcterms.LCSH | Electronic commerce. | en_US |
| dcterms.LCSH | Internet marketing. | en_US |
| dcterms.LCSH | Hong Kong Polytechnic University -- Dissertations | en_US |
| dcterms.accessRights | restricted access | en_US |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b2623483x.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 1.88 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/7038