A services-marketing perspective on e-retailing: implications for e-retailers and directions for further research

There has been an explosion in the number of retail Web sites since 1995, e-retail offering shares a few common elements specifically a product search facility (often augmented by a product evaluation facility), an on-line purchase function and a product delivery capability. There is a body of theory and empirical research in the study of customer loyalty drivers in the services sector, which demonstrates that customers evaluate services on the basis of tangibles, responsiveness, empathy, assurance, reliability and control. These service qualities depend on the customer's perception of the overall service experience. The most influential element in the service experience is the relationship between the service provider and the customer. The Internet is a poor service delivery medium, it lacks the capacity for direct personal interaction enjoyed by non-Internet based services. Sets out a number of marketing and Website design implications for e-retailers and suggests means by which e-retailers can manage customer perceptions to increase sales and develop greater customer loyalty.