The Internet and the price-value-loyalty chain

Dhruv Grewal; Gopalkrishnan R. Iyer; R. Krishnan; Arun Sharma

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The Internet and the price-value-loyalty chain

机译：互联网与价格-价值忠诚度链

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The Internet and associated technology (including the World Wide Web (WWW)) are fast changing the conceptualization and determinants of value to the customer. One primary reason behind the change is that the transparency of price information over the Internet enables closure of the traditional information asymmetry that exists between the buyer and the seller and brings down the ability of marketers to differentiate solely on the basis of price. Marketers would, thus, have to explore what constitutes value for the consumer and determine newer ways to create and deliver such value to the customer. We develop a series of propositions to demonstrate how the Internet affects price and nonprice factors contributing to value. Given certain key behavioral characteristics of consumer online shopping, we then note the challenges that marketers would face in attracting and retaining loyal customers.

机译：互联网和相关技术（包括万维网（WWW））正在迅速改变对客户价值的概念和决定因素。发生这种变化的一个主要原因是，互联网上价格信息的透明性可以消除买卖双方之间存在的传统信息不对称性，并降低了营销人员仅基于价格进行区分的能力。因此，营销人员将必须探索什么构成消费者的价值，并确定更新的方式来创造并向消费者传递这种价值。我们提出了一系列主张，以论证互联网如何影响价格和非价格因素，从而促进价值。给定消费者在线购物的某些关键行为特征，然后我们注意到营销商在吸引和保留忠实客户方面将面临的挑战。

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来源
《Journal of Business Research》 |2003年第5期|p.391-398|共8页
作者
Dhruv Grewal; Gopalkrishnan R. Iyer; R. Krishnan; Arun Sharma;
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作者单位

Babson College, Babson Park, MA 02457, USA;

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原文格式 PDF
正文语种 eng
中图分类贸易经济;
关键词
price; internet; value; loyalty;

机译：价格;互联网;价值;忠诚度;

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The Internet and the price-value-loyalty chain

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