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Title:La gestión del supermercado virtual: Tipificación del comportamiento del cliente online PDF Logo
Authors:Cristóbal Fransi, Eduard
Marimon Viadiu, Frederic
Issue Date:2011
Citation:[Journal:] Investigaciones europeas de dirección de la empresa (IEDEE) [ISSN:] 1135-2523 [Volume:] 17 [Year:] 2011 [Issue:] 1 [Pages:] 93-112
Abstract:This article analyzes various elements that influence customer buying behaviour of online supermarket. These elements are related to both website aesthetic aspects, as with the processes taking place at the time of purchase. From this analysis, we study the different groups of consumers with homogeneous behaviour and position themselves according to their attitudes. The analysis also defines the e-supermarket service quality provided, and their main dimensions. In the conclusions we mention areas in which the online supermarket manager must accomplish to improve the quality of their service.
Subjects:virtual supermarket , segmentation
e-Commerce
marketing
positioning
JEL:L81
M31
Document Type:Article
Appears in Collections:Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE)

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