عنوان مقاله:
David در مقابل Goliath - عوامل کیفیت خدمات برای ارائه دهندگان جایگاه ویژه در خرده فروشی آنلاین
David versus Goliath - Service quality factors for niche providers in online retailing
سال انتشار: 2019
رشته: مدیریت
گرایش: مدیریت کسب و کار - مدیریت بازرگانی - بازاریابی - مدیریت کیفیت و بهره وری - مدیریت استراتژیک - تجارت الکترونیک
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دانلود مقاله خرده فروشی آنلاین
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3. Data analysis
The survey was conducted in Germany during summer 2018 to investigate whether users of niche online shops have different priorities than users of market leaders. Users of the online shops Amazon (Goliath) and Elbenwald (David) were asked about their satisfaction with the use of the online shops. An online survey was conducted, which received 5174 clicks. A total of 102 people answered questions about Amazon and 366 about Elbenwald, which corresponds to an average of 9.05%. The average age of participants was 27, and the majority of the interviewees were employees or workers. In the case of Amazon, 60% of the interviewees were female, and in the case of Elbenwald, 21% were female. The average net income was between 1500 and 2000 Euros per month. The users of the niche provider were also asked why they chose this online shop instead of buying from a market leader like Amazon. The questions were asked on a Likert scale from 1 (not applicable at all) to 7 (fully applicable). The most appreciated features were better customer service (mean: 6.51), the payment process (mean: 6.37), delivery options (mean: 6.34), more pleasant use of the website (mean: 6.12), and a larger product selection (mean: 6.10). Less decisive were lower prices (mean: 3.80). 3.1. Evaluation of the research model Before the model was evaluated, it was tested for reliability and validity. An explorative data analysis using explorative factor analysis with varimax rotation (using IBM SPSS Statistics 25) was carried out for this purpose. Seven factors were highlighted. Furthermore, the factors were tested for reliability with the help of Cronbach's alpha. Before observing moderators, the underlying model of direct hypothesized effects should first be analyzed to avoid confusion of causes of effects. To systematically check the quality of the model, a confirmatory factor analysis (using IBM SPSS Amos 25) was made. The results are shown in Table 2. Moreover, we used the Goodness of Fit Index (GFI), the Adjusted Goodness of Fit Index (AGFI), the Comparative Fit Index (CFI), the Tucker Lewi Index (TLI), and the Root Mean Square Error of Approximation (RMSRA). The goodness of fit indicies have to be higher than 0.8 (Baumgartner and Homburg, 1996). The CFI should take reasonable values of more than 0.9 (Bentler, 1990), the TLI values of more than 0.95. The values of RMSEA have to be smaller than 0.06 (Hu and Bentler, 1999). All these conditions are met by the model.
4. Summary and conclusion
The present study dealt with the topic of competition in online shopping and with the question of whether it is possible for niche providers (David) to stand out from market leaders (Goliath) through certain factors and be successful in the long term. This question is particularly interesting when one considers that Amazon generates almost 13% (Statista, 2019a, 2019b) of all online sales in the United States. In Germany, it accounts for 46% of online sales (IFH Cologne, 2018). So how can David prove himself against Goliath? To answer this question, this paper analyzed aspects of customer satisfaction and highlighted success factors and barriers of online trade. Barriers arise, for example, with attractive alternatives, such as in stationary retail or with high involvement and high value products. Online shops will generally have a harder time of it here. Success factors, on the other hand, can be a high level of security, high quality information, or an appealing web design. In this context, factors of service quality are repeatedly mentioned. This paper provides a literature overview of 43 empirical studies that have dealt with the topic of quality factors in online shopping since 2001. Such an elaboration has not yet been carried out and offers a good starting point for further studies. The present study dealt with the niche of fantasy products, such as The Lord of the Rings and Harry Potter memorabilia. This is a small niche, but it has a constant number of loyal followers. The study was conducted in Germany in 2018 and showed that there are differences in customer satisfaction and loyalty between the niche provider Elbenwald (David) and the market leader Amazon (Goliath). While the customer satisfaction of Amazon customers is particularly influenced by website aspects such as design or user friendliness, the product portfolio of the niche provider Elbenwald is of high relevance for customer satisfaction. This is an important point for niche providers. They should offer a variety of matching products within their niche and respond strongly to the product wishes of their customers. In this way, customer satisfaction can be significantly increased, which ultimately contributes to higher customer loyalty and leads to recommendations, resales, and cross-selling effects. Delivery aspects are an essential factor influencing customer satisfaction at the market leader as well as the niche provider and should also be regarded as essential by other online shops.
چکیده
هدف از این مطالعه، شناسایی عوامل کیفیت خدمات است که ارائه دهندگان جایگاه ویژه می‌توانند در خرید آنلاین خود را از رهبران بازار متمایز کنند و با موفقیت و برای مدت طولانی کار کنند. پس از ملاحظات نظری، یک مدل تحقیق تهیه شد و بطور تجربی مورد بررسی قرار گرفت. این نتایج نشان می‌دهند که در ترجیحات ارائه دهندگان جایگاه ویژه و رهبران بازار مانند اهمیت ویژگیهای وب سایت و گستردگی و عمق یک پورتفولیوی محصول متعادل از لحاظ مشتریان، تفاوت‌هایی وجود دارد. علاوه براین، این مطالعه نشان می‌دهد که چگونه عوامل فردی را می‌توان در یک فروشگاه آنلاین تجزیه و تحلیل کرد و به کدام استراتژی عملیاتی دیگر می‌توان دست پیدا کرد.
