Digital Technology and Organizational Change by Cecilia Rossignoli Francesco Virili & Stefano Za

Author:Cecilia Rossignoli, Francesco Virili & Stefano Za
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

Keywords

Customer loyaltyCustomer satisfactionEase of useTrustMonetary savingsSecurityReturn policyWord of mouth

1 Introduction

The turnover from e-commerce in Italy is estimated to have been worth 28.8 billion euros in 2015 with a growing by 19% compared to 2014 [1].

Moreover consumers are not only becoming more confident with the e-commerce but seem to be willing to share their purchasing experiences and their feelings, giving a judgment that can become useful for other consumers as well. Four out of ten online retailers think giving the customers a sense of convenience and offering them support during the purchase process are other important factors that could boost the conversion rate. At the same time in today’s environment the conversion rate doesn’t mean to have the consumer’s loyalty thus research is struggling to find a precise way of measuring online loyalty, although in our knowledge it does not exist just one way [2]. Then, high levels of e-service quality can increase the intentions of the consumers to revisit the web site and the chance of a positive word of mouth. Nevertheless satisfaction and loyalty depend both on context-general and context-specific determinants. Moreover consumers now have multiple touch points with brands (online, mobile, and in-store) and use all of them to inform their purchases. The benefits of online shopping go beyond the monetary saving, it is also a time saving purchasing process as it can be carried out with little efforts and at the most convenient time for the consumers. Maybe one of the greatest revolution that e-commerce brought has been the opportunity of a clear and constant comparison of price for the same good and across various brands. Despite this, according with DHL 2015 the 27% of all online-ordered clothes are returned by customers. It is increasingly important for e-tailers to offer the appropriate returns policy as this will attract online customers [3].

This activity represents one of the less explored driver and it consists of the ability by the e-retailer to manage returns product. The process of having to return the good, if it doesn’t fit properly, might be seen as an excessive bother for the consumer therefore discouraging the transactions.

The aim of the paper is to better explore the impact of different drivers in enhancing the satisfaction and loyalty perceived by customer when purchasing online in a B2C context. In particular, a specific attention will be given to the capabilities of e-retailer to manage product returns and how this activity can contribute in building customer loyalty and in the intention to repurchase from the same e-retailer.

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