Customer Behaviour in eCommerce: Case Studies from the Online Grocery Market PDF
Preview Customer Behaviour in eCommerce: Case Studies from the Online Grocery Market
SpringerBriefs in Business Šárka Zapletalová · Halina Starzyczná Editors Customer Behaviour in eCommerce Case Studies from the Online Grocery Market SpringerBriefs in Business SpringerBriefs present concise summaries of cutting-edge research and practical applications across a wide spectrum of fields. Featuring compact volumes of 50 to 125 pages, the series covers a range of content from professional to academic. Typicaltopicsmightinclude: (cid:129) Atimelyreportofstate-of-theartanalyticaltechniques (cid:129) A bridge between new research results, as published in journal articles, and a contextualliteraturereview (cid:129) Asnapshotofahotoremergingtopic (cid:129) Anin-depthcasestudyorclinicalexample (cid:129) A presentation of core concepts that students must understand in order to make independentcontributions SpringerBriefs in Business showcase emerging theory, empirical research, and practical application in management, finance, entrepreneurship, marketing, opera- tionsresearch,andrelatedfields,fromaglobalauthorcommunity. Briefs are characterized by fast, global electronic dissemination, standard pub- lishing contracts, standardized manuscript preparation and formatting guidelines, andexpeditedproductionschedules. Šá á (cid:129) á rka Zapletalov Halina Starzyczn Editors Customer Behaviour in eCommerce Case Studies from the Online Grocery Market Editors ŠárkaZapletalová HalinaStarzyczná SchoolofBusinessAdministrationin SchoolofBusinessAdministrationinKarviná Karviná SilesianUniversityinOpava SilesianUniversityinOpava Karviná,CzechRepublic Karviná,CzechRepublic ISSN2191-5482 ISSN2191-5490 (electronic) SpringerBriefsinBusiness ISBN978-3-031-23573-3 ISBN978-3-031-23574-0 (eBook) https://doi.org/10.1007/978-3-031-23574-0 ©TheEditor(s)(ifapplicable)andTheAuthor(s),underexclusivelicensetoSpringerNatureSwitzerland AG2023 Thisworkissubjecttocopyright.AllrightsaresolelyandexclusivelylicensedbythePublisher,whether thewholeorpartofthematerialisconcerned,specificallytherightsoftranslation,reprinting,reuseof illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similarordissimilarmethodologynowknownorhereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerNatureSwitzerlandAG Theregisteredcompanyaddressis:Gewerbestrasse11,6330Cham,Switzerland Acknowledgment This research was financially supported by the student grant competition project SGS/2020-2021: “Business Strategies of Online Trade Organizations and Customers”. v About This Book Online shopping is undergoing significant developments in the Czech Republic. E-commerce is evolving in both food and non-food ranges. This sales method represents an important distribution channel and reaches a significant group of customers. Sales in online shopping have long exceeded CZK100bn per year and are constantly growing. Last year, it was already CZK161bn, which is 15% more thantheyearbefore,accordingtodatafromShoptet,themarketleaderinCzechand Slovake-commerce.1 Mostpreviousresearchintheareaofonlineshoppinghasfocusedonidentifying consumers’ attitudes towards online shopping (Kacen et al. 2013; Anesbury et al. 2015).Areasthathavebeenlessresearchedincludedeterminingthefactorsinfluenc- ing the acceptance of online shopping technology (Kurnia and Chien 2003), the influenceofsituationalfactors(Robinsonetal.2007;Handetal.2009),theinfluence ofhedonicandutilitarianmotivationsinonlineshopping(Childersetal.2001),and determining a typology of online shoppers (Conlin and Labban 2019; Hasanzade et al. 2018). However, there is a lack of more comprehensive research in this area focusing on identifying and reducing factors that influence customers when shop- pingonline,andalsoaffecttheirlevelofloyalty,inthecontextofsettingcompanies’ businessstrategies. Inthecontextofcustomers’growinginterestinonlineshopping,itisnecessaryto focus on online shopping behaviour, as this behaviour has certain specificities that must be taken into account by commercial enterprises when conducting online business activities. Moreover, the issue of business enterprises’ marketing and communication tools is closely related to this area. Identifying customer buying behaviourandfactorsinfluencingcustomerbuyingbehaviourisastrategicissuethat can significantly influence the business strategy setting of commercial enterprises 1PortalKURZYCZ.[online].[accessed13February2020].Availablefromhttps://www.kurzy.cz/ zpravy/525410-cesi-loni-v-e-shopech-utratili-rekordnich-161-miliard-kupovali-hlavne- elektroniku-kosmetiku-a/ vii viii AboutThisBook implementingonlinebusinessactivities.Businessesmusttakeintoaccountchanges in customer purchasing behaviour in their business strategies, primarily for the purpose of building a long-term sustainable competitive advantage leading to the maintenanceorgrowthoftheirmarketposition. Customerloyaltyiscloselylinkedtocustomerbuyingbehaviourandisbecoming a focus of attention for business partners, especially in the context of increased competition. Customer loyalty to brands is perceived as one of the key tools for a company’ssuccessinthemarketplace.WiththegrowinginfluenceoftheInterneton business, it is necessary to divide customer loyalty into online and offline loyalty. Each environment has its own specifics (Pitta et al. 2006). The rapid growth of e-tailingbringswithitfiercercompetition,andbuildingcustomerloyaltyisincreas- inglyimportantforcompanies’businessresults(TamimiandSebastianelli2016).It is this increasing competition and the decline of loyalty in the online environment thatisastrongreasonforacloserexaminationofe-loyalty(Parra-Lopezetal.2018). Increasing the supply, especially in the online environment, increases the cus- tomer’s power, so it is important for companies to work on building customer relationships and strengthening loyalty. Building relationships with customers and strengtheningcustomerloyaltyarenowadaysamongthebasicattributesofbusiness enterprises’ strategic management and lead to a long-term strengthening of the company’s position in the market. One of the ways to strengthen customer loyalty is to build regional brands, through which it is possible to very effectively build relationshipswithcustomersandthusbuildalong-termsustainablemarketposition. This monographic publication focuses on customer behaviour and loyalty as an important factor in optimizing the business strategies of commercial enterprises operating in the online grocery market. The aim of the publication is to find out how the established business strategy of a business enterprise, and the related competitive advantage, can influence its work with customers and strengthen cus- tomer loyalty. In connection with the set aim, the publication is divided into three units. Thefirstunit,whichconsistsofthefirstchapter,dealswiththeissueofstrategies in business enterprises. This chapter is more general in nature and focuses on specifying business enterprises’ corporate and business strategies, including the strategies of online business enterprises. The theory defined in this chapter is supportedbytheresultsofresearchaimedatidentifyingtheuseofspecificbusiness strategiesinbusinessenterprisesoperatingintheCzechRepublic. Thesecondunit,whichisthesecondchapter,focusesonthespecificbehaviourof onlineshoppersandthedifferencesinthecaseoftheonlinefoodshoppingcategory. Focusing on customer buying behaviour in online grocery shopping allows us to show, in this particular segment, how buying behaviour can influence a business enterprise’s overall strategy. Obviously, buying behaviour varies according to the type of products purchased and the customer segment. The area of online grocery shoppingwaschosenbecauseitisthemostemergentcategoryofe-commerce.The presentationoftheresearchresults,whichfocusedonthetypologyofthebehaviour of Czech customers shopping for food online, is tied to this unit’s theoretical background. AboutThisBook ix Thethirdunit,consistingofthethirdandfourthchapters,dealswiththeissueof loyalty and the area of customer relationship management in enterprises’ online businessenvironment.Firstofall,attentionispaidto“e-loyalty”,itsessenceanda definition of the specifications. Once again, as in the previous two chapters, the theoryissupportedbytheresultsofresearchamongCzechcustomers.Theissueof e-loyaltyisfurtherdealtwith inthefourthchapter,whichdealswith strengthening loyaltythroughregionalbrands. The publication is intended for the lay and professional public interested in the issue of business enterprises and their strategic direction in connection with their online format and in relation to building and strengthening customer loyalty. The business strategy of business enterprises is not conceived here in its full possible scopeandcomplexity;instead,itfocusesmorenarrowlyontherelationshipbetween businessstrategy,buyingbehaviourandcustomerloyalty. The publication was produced as an output of the scientific project from the FacultyofBusinessandEntrepreneurship,UniversityofSilesiainOpava,Karviná, SGS/17/2020“BusinessStrategiesofOnlineTradeOrganizationsandCustomers”. References Anesbury ZW, Nenycz-Thiel M, Dawes J, Kennedy R (2015) How do shoppers behave online? An observational study of online grocery shopping. J Consum Behav15(3):261–270.https://doi.org/10.1002/cb.1566 ChildersTL,CarrCL,PeckJ,CarsonSJ(2001)Hedonicandutilitarianmotivations for online retail shopping behavior. J Retail 77(4):511–535. https://doi.org/10. 1016/S0022-4359(01)00056-2 ConlinR,LabbanA(2019)Clusteringattitudesandbehaviorsofhigh/lowinvolve- mentgroceryshopper.JFoodProdMark25(6):647–667.https://doi.org/10.1080/ 10454446.2019.1629558 HandC,RileyFD,HarrisP,SinghJ,RettieR(2009)Onlinegroceryshopping:the influence of situational factors. Eur J Mark 43(9/10):1215. https://doi.org/10. 1108/03090560910976447 HasanzadeV,OsburgVS,ToporowskiW(2018)Selectingdecision-relevantethical productattributesforgroceryshopping.ManagDecis56(3):591–609.https://doi. org/10.1108/MD-12-2016-0946 KacenJJ,HessJ,ChiangW-YK(2013)Bricksorclicks?Consumerattitudestoward traditionalstoresandonlinestores.GlobEconManagRev18(1):12–21.https:// doi.org/10.1016/S2340-1540(13)70003-3 Kurnia S, Chien AJ (2003) The acceptance of online grocery shopping. In: Pro- ceedings of the 16th Bled eCommerce Conference eTransformation. University ofMaribor,Bled,9–11June2003 Parra-Lopez E, Martínez-González JA, Chinea-Martin A (2018) Drivers of the formation of e-loyalty towards tourism destinations. Eur J Manag Bus Econ 27 (1):66–82.https://doi.org/10.1108/EJMBE-11-2017-0050 x AboutThisBook Pitta DA, Franzak F, Fowler D (2006) A strategic approach to building online customer loyalty: integrating customer profitability tiers. J Consum Mark 23 (7):421–429.https://doi.org/10.1108/07363760610712966 Robinson H, Riley FD, Rettie R, Rolls-Wilson G (2007) The role of situational variablesinonlinegroceryshoppingintheUK.Mark Rev7(1):89–106.https:// doi.org/10.1362/146934707X180703 TamimiN,SebastianelliR(2016)Howe-tailingattributesaffectperceivedquality: thepotentialimpactofcustomerdemographicsandonlinebehaviors.TQMJ28 (4):547–560.https://doi.org/10.1108/TQM-04-2015-0048
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