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Channel management in etourism and success in ecommerce by N.Cristodoulidou

Channel management in etourism and success in ecommerce by N.Cristodoulidou

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Ecommerce Channel Management Presentation Transcript

  • 1. Multi-Channel Management: Opportunities for online travel agents and suppliers By Dr. Natasa Christodoulidou, Ph.D. California State University nchristodoulidou@csudh.edu E-Tourism Forum 2009
  • 2. Integrating data across organizations for most companies is very challenging Total U.S. Online Travel Booking Revenue SOURCE: Based on data from eMarketer, Inc.
  • 3. Publication • Natasa Christodoulidou, Pearl Brewer, and Cary Countryman Publication on Comparisons of Customer Perception in Internet Travel Selection • Published in the Journal of Information Technology and Tourism
  • 4. Theories Behind E-Marketing Better Value • Acknowledges that consumers are most likely to choose a product or a service because it reflects their perception of receiving value for the time and cost involved. • Consumers will be more likely to use an online website that offers them better value by looking at: 1. The product variety, 2. The quality of product options, 3. The ability to meet their expectations, and 4. Convenience.
  • 5. Theories (continued) Ease of Use Theory • The extent to which an individual feels that using a particular technology system would not require great effort in their part (Davis, 1989). • Consumers will be more likely to assess what type of online travel booking website offers them greater value by looking at: 1. How easy it is to use a website, 2. How clear and understandable a website is, 3. How easy it is to become skillful at using a website, and 4. Functionality.
  • 6. Theories (continued) Loyalty • Is the ability to retain customers and it is the ultimate goal of many companies. • Consumers likely be loyal to the online booking website that offers: 1. CRM, 2. Trustworthiness, 3. Satisfaction, and 4. Ease of switching from one website to another website.
  • 7. Survey • Survey developed to measure the use of technology in internet selection sites in travel and tourism by the customers. • 38 items were developed • 5000 participants were randomly invited to participate from an online panel of 2.3 million participants via email and 1069 responded for a response rate of 21.38%. • 982 met the screening condition that they had purchased online in the last twelve months.
  • 8. MR1 Demographics Gender Demographics 1= Male 2=Female 2 1 1 50% 50% 2
  • 9. Diapositiva 8 MR1 You may have to say here that you are using students. Justify why your study is not negatively affected by this. (e.g., they are actual consumers [which is why they have to have a hotel stay within the last 12 month]). Also say how many participants you are using. Marcus Rothenberger; 03/01/2006
  • 10. MR2 Demographic Age Demographics 350 300 250 1=18-32 200 2=33-48 3=49-60 150 4=Over 60 100 50 0 1 2 3 4 Age Group
  • 11. Diapositiva 9 MR2 You may have to say here that you are using students. Justify why your study is not negatively affected by this. (e.g., they are actual consumers [which is why they have to have a hotel stay within the last 12 month]). Also say how many participants you are using. Marcus Rothenberger; 03/01/2006
  • 12. MR3 Demographic Highest Education Level 5 1= Some High School 2=High School 4 3=Some College 4= Undergraduate College 5=Graduate College 3 2 1 0 100 200 300 400
  • 13. Diapositiva 10 MR3 You may have to say here that you are using students. Justify why your study is not negatively affected by this. (e.g., they are actual consumers [which is why they have to have a hotel stay within the last 12 month]). Also say how many participants you are using. Marcus Rothenberger; 03/01/2006
  • 14. Results Factor 1 – Ease of Use The website was easy to use The website is clear The website required very little skill to use The website was user-friendly The website has functions that customers need It was easy to login to the website Access to the website was easy The website provided good navigation Factor 2 – Intrinsic Value The website offered variety The website was of high quality The website allowed for easy comparisons I got the results I expected Website maximizes convenience for recurring purchases The website provided value The website was new and updated. Factor 3 – Extrinsic Value The website is open 24/7 The website provided good promotions The website addresses complaints in a friendly manner The website safeguards personal information Factor 4 – Loyalty If I found a better website, I would switch to using the new website Factor 5 – Decision Autonomy I have the option to decide how I book my travel
  • 15. Discussion • Data showed that there were significant differences found in the factors of loyalty and decision autonomy. • Loyal users are less likely to switch to another service website if they found a comparable service website that met their needs.
  • 16. Results • At a subconscious level, consumers may be influenced by the fact that some service sites sites save them time and therefore offer better value than other sites. • This holds if the particular service is considered one-stop shopping. This may translate into increased satisfaction, and hence increased loyalty.
  • 17. What are the practical challenges when designing and implementing a more personalized approach on the website? • Long-term relationship and special treatment • Every customer is different • 5% Increase in retention rate can increase profits by 60-100% • Protect customer’s privacy and data security (cultural and legal environments)
  • 18. CRM Classification • Customers can be divided into three zones: • Zone of defection • Zone of indifference • Zone of affection
  • 19. Understanding Social Media • Social media refers to the tools that give the Web its social capabilities. • There are no set number of pages or length of time. • Types of social media: • Blogs and Vlogs (video blogs) • Internet forums and message boards • File sharing (e,g, pictures) • Social networking • Wikis • Product and service reviews • RSS feeds
  • 20. Social Media Optimization (SMO) • SMO is the marketing means by which people, companies and organizations work to get their content as widely distributed throughout the social media universe as possible. • For example, after watching a video of a traveler or a commercial on a property’s site, users can be provided with the option to share the video in any number of ways, such embedding the video on their own Web site, or reposting it to a larger community on popular social media and bookmark Web sites.
  • 21. Social Media Marketing (SSM) • SSM falls primarily into two categories: • Marketing Content Generation, and • Viral Messaging
  • 22. Why are social media tools, applications, and sites so popular? • A voice • Consumer power • Connectivity • Networking • Fame • Second opinion • Fun
  • 23. The benefits of social media for marketers • Cost efficiency • Broad visibility • Pulse of the Market • Increased Trust • Self-Made Community
  • 24. Customer Reviews • Study by Texas A & M university – Gretzel et al.2007 • Decreasing barriers to writing • Motivation for writing reviews • Venting negative feelings or receiving rewards • Concern for other consumers • Over half of respondents of the study (57.8%) stated that they read other travelers’ online reviews every time they plan a trip and 36.7% read then very often or frequently.
  • 25. Customer Reviews • Study by Texas A & M university – Gretzel et al.2007 • Over 80% of respondents who read online travel reviews indicated an influence of other travelers’ reviews on the following: • Increase confidence in decisions • Make it easier to imagine what the place will be like • Help reduce risk/uncertainty • Make it easier to reach decisions • Help plan a trip efficiently
  • 26. What is the secret of developing true one-to-one relationships and customer experiences across a varied customer base on the website? • Failure – one fits all approach • Be very careful how you launch your CRM campaign • Little secrets • Special gesture (greetings) • Customer feedback and customer reviews • Making a customer feel as much comfortable with the products and service
  • 27. Thank You Follow-up questions or presentation requests can be emailed to (business cards also available): nchristodoulidou@csudh.edu Las Vegas Mobile number: +1 702 292 3952 Nicosia Mobile number: +99 55 49 49