E-Commerce Flashcards
Magrath
1986
4PS not enough, need 7
NAME THEM.
Product Physical Facilities Price Place (Distribution) People Promotion Process
Srinivasan et al
2002
Customer e-loyalty impacts WOM promotion as well as willingness to pay a premium to stay with the brand
Stephen and Galak
2012
“Earned media”: refers to media activity a company did not directly generate, such as press mentions in traditional media and online community posts in consumer-generated social media.
Final result of the study is that earned media has a significant impact on sales. However, it is based on a single startup, and so may not be externally valid?
Reichheld and Sasser
(1990)
loyal customers have lower price elasticities than nonloyal customers and they are willing to pay a premium to continue doing business with their preferred retailers rather than incur additional search costs.
