Tracing customer orientation and marketing capabilities through retailers’ websites: A strategic approach to internet marketing

Tsiotsou, Rodoula H.; Rigopoulou, Irini; Kehagias, John

doi:10.1057/jt.2010.5

Cited by 10 publications

(9 citation statements)

References 44 publications

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“…In fact, it is cheaper to open a profile on a social network than to design a web page with a large number of functions that would have to be updated constantly. Fourth, the websites of the pharmacies studied were oriented toward a more informative strategy than a relational one, an aspect that has been found in other sectors (Escobar-Rodríguez and Carvajal-Trujillo, 2013; Tsiotsou, Rigopoulou and Kehagias, 2010) and fits the traditional “one-way” marketing strategy followed by the pharmaceutical sector (Rader et al , 2014). However, in absolute terms, the informative items presented on the websites were not very numerous.…”

Section: Discussionmentioning

confidence: 84%

Exploring the customer orientation of Spanish pharmacy websites

Domínguez-Falcón

Tacoronte

Suárez-Fuentes

2018

IJPHM

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Purpose The strong regulation of the Spanish pharmaceutical sector encourages pharmacies to modify their business model, giving the customer a more relevant role by integrating 2.0 tools. However, the study of the implementation of these tools is still quite limited, especially in terms of a customer-oriented web page design. This paper aims to analyze the online presence of Spanish community pharmacies by studying the profile of their web pages to classify them by their degree of customer orientation. Design/methodology/approach In total, 710 community pharmacies were analyzed, of which 160 had Web pages. Using items drawn from the literature, content analysis was performed to evaluate the presence of these items on the web pages. Then, after analyzing the scores on the items, a cluster analysis was conducted to classify the pharmacies according to the degree of development of their online customer orientation strategy. Findings The number of pharmacies with a web page is quite low. The development of these websites is limited, and they have a more informational than relational role. The statistical analysis allows to classify the pharmacies in four groups according to their level of development Practical implications Pharmacists should make incremental use of their websites to facilitate real two-way communication with customers and other stakeholders to maintain a relationship with them by having incorporated the Web 2.0 and social media (SM) platforms. Originality/value This study analyses, from a marketing perspective, the degree of Web 2.0 adoption and the characteristics of the websites, in terms of aiding communication and interaction with customers in the Spanish pharmaceutical sector.

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Section: Discussionmentioning

confidence: 84%

Exploring the customer orientation of Spanish pharmacy websites

Domínguez-Falcón

Tacoronte

Suárez-Fuentes

2018

IJPHM

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“…Further, Mallya (2003) argues that public sector banks need to redefine the customer service parameters so as to compete with the private sector banks, which are widely perceived as being more customer-oriented. Moreover, market-oriented companies are expected to extract relevant information so as to arrive at better decisions that are useful in achieving specific and determined performance indicators (Tsiotsou, 2010;Matson & Mentzer, 2000). Sathye (2005) also opines that private banks have continued to show improved performance and efficiency as compared to public sector banks.…”

Section: Methodsmentioning

confidence: 99%

A Balanced Approach towards Market Orientation

Kaur¹,

Sharma²,

Seli³

2013

Vikalpa: The Journal for Decision Makers

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There has been a lot of research on implementation of the concept and examination of the link between market orientation and business performance. In these offerings, scales such as MARKOR, introduced by Kohli, Jaworski, and Kumar (1993), and MKTOR, introduced by Narver and Slater (1990) have been frequently employed without further investigation. Analogous to this academic endeavour, few marketing researchers have raised doubts regarding the reliability and validity of the extant scales and have also shown concern towards the definition of the concept. Apropos, the present study has been planned to examine the degree of market orientation from management perspective and also to develop a scale for measuring market orientation in the selected public and private sector banks, viz., State Bank of India (SBI), Punjab National Bank (PNB), and The Jammu and Kashmir Bank Pvt. Ltd. (JKB). The study finds: Significant difference between the responses of management with respect to Internal Market Orientation (IMO) and External Market Orientation (EMO). The management of all the three major banks, viz., PNB, SBI, and JKB is more optimistic with regard to the three dimensions of EMO than that of IMO. Significant impact of internal market orientation on the overall market orientation as compared to external market orientation. Positive and significant relationship between internal customers' and external customers' satisfaction; internal customers' satisfaction and business performance, and external customers' satisfaction and business performance. For improving market orientation in the banking sector, managers are suggested to take the following initiatives: Initiate crucial steps towards developing a healthy work environment — delineating employee expectations; discussing goal achievement, tracking performance and feedback; and devising an appropriate mechanism for follow-up and employee appraisal. Employees should be made the root cause identifiers and solvers whereas managers must be problem eradicators. Ensure parallel inter- and intra-departmental communication. An open door policy can be encouraged to communicate through various formal and informal channels so that inter-departmental work teams can perform efficiently. Conduct internal market research once a year to generate information pertaining to the job requirements of internal customers. Retain its employees through the successful implementation of internal marketing strategies which in turn demands proper understanding of employees' work-related needs, feelings, emotions and intellect, proper treatment as an individual, open and free communication with the management, and establishing and managing effective long-term employee-management relationships.

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“…Assistive intent of the web site reflects the e-seller's customer orientation, which refers to the degree of care and support provided by the web site to satisfy customers' needs and facilitate their purchase decisions (Saxe and Weitz, 1982;Poddar et al, 2009). While the outcomes of such orientation have been widely studied in traditional retailing, investigation of these concepts in the online shopping context has been very limited (Poddar et al, 2009;Tsiotsou et al, 2010). Indeed, a recent study by Tsiotsou et al (2010) showed that customer orientation is not highly visible on the web sites of E-retailers.…”

Section: Introductionmentioning

confidence: 99%

“…While the outcomes of such orientation have been widely studied in traditional retailing, investigation of these concepts in the online shopping context has been very limited (Poddar et al, 2009;Tsiotsou et al, 2010). Indeed, a recent study by Tsiotsou et al (2010) showed that customer orientation is not highly visible on the web sites of E-retailers.…”

Section: Introductionmentioning

confidence: 99%

“…According to Ailawadi and Keller (2004), in competitive environments where most firms offer the same products and prices, a retailer could improve its brand equity through developing a strong 382 IJRDM 42,5 personality and providing customers with rich experiences. In such environment, a strong assistive intent could help an E-retailer to gain a competitive advantage, since the degree of customer orientation expressed by E-retailers' web sites is generally rather low (Tsiotsou et al, 2010).…”

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confidence: 99%

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How customers respond to the assistive intent of an E-retailer?

Shobeiri

Mazaheri

Laroche

2014

International Journal of Retail &Amp; Distribution Management

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Purpose – The purpose of this paper is to investigate how an E-retailer's assistive intent impacts the perceptions and behaviours of online shoppers. The paper introduces a model that explains and examines the process through which the perceived assistive intent of an E-retailer leads to improved patronage intentions towards the web site. Design/methodology/approach – A survey on the most recent e-purchase experiences of more than 600 individuals in North America was conducted. Structural equation modelling based on EQS 6.1 was used to assess the measurement and structural models. Findings – Results indicated that customers’ impressions of an E-retailer's assistive intent positively impact web site patronage intentions both directly and indirectly through two key constructs of e-shopping, including web site involvement and web site attitudes. Research limitations/implications – The student sample is not representative of the population. Students are familiar with internet and feel less need for assistance online. Another shortcoming might be its settings. Since the survey was on the respondents’ most recent online experiences, the data quality depends on the amount and accuracy of the information they could retrieve from memory. Practical implications – The findings suggest that E-retailers would highly benefit from investing in the development of an assistive image. To do so, E-retailers should leverage the interactive nature of the web and provide supportive tools that facilitate the e-shopping task of clients. Social implications – Developing impressions of the site's assistive intent is highly rewarding for E-retailers that are new to the business. Originality/value – This paper represents the first effort to link the newly developed construct of E-retailer's assistive intent to two fundamental variables of online shopping, including web site involvement and web site attitudes. This work would also be an extension of the past studies that call for further investigation of the link between customer orientation and customer's loyalty intentions.

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Tracing customer orientation and marketing capabilities through retailers’ websites: A strategic approach to internet marketing

Cited by 10 publications

References 44 publications

Exploring the customer orientation of Spanish pharmacy websites

Exploring the customer orientation of Spanish pharmacy websites

A Balanced Approach towards Market Orientation

How customers respond to the assistive intent of an E-retailer?

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