TRADITIONAL TRADE VS. E-COMMERCE: DOES PRODUCT QUALITY HAVE THE SAME VALUE? A CASE STUDY OF THE CITY OF ANTANANARIVO, MADAGASCAR
Keywords:Satisfaction, Marketing, E-Commerce, Customer, Needs
Globalization has caused a rapid evolution of commerce in all countries, including developing countries like Madagascar. This is reflected in the emergence of new, more accessible and faster distribution channels with the development of the Internet. Today, customers have a wider choice of products to satisfy their needs and personal convenience. To get closer to customers, traders resort to a range of sales channels. Online and traditional commercial transactions have distinct features which may not match up with customers’ real expectations. Indeed, social networks have grown rapidly in Madagascar since 2010 and have brought about a change that could disrupt customers’ habits. Moreover, the perception of quality might not be the same in each case. This study is intended to compare the perception of product quality from these two channels in order to assess customer satisfaction. The survey was conducted among a sample of 85 people from different socio-professional categories (SPCs), including students, employees, functionaries, unemployed, liberal professionals and stay-at-home persons. Multivariate analyses show the relationships between the expectations of each SPC and the channels used. The results highlight the mismatch between the needs and expectations of each category of customers according to the mode of business operation.
Beldad, Ardion, Memo de Jong, Michael Steehouder. (2010). How Shall I trust the faceless and the intangible? A literature Review on the Antecedents of Online Trust. . Computers in Human Behavior, pp 857 - 69. DOI: https://doi.org/10.1016/j.chb.2010.03.013
Berthon, Pierre R., Leyland F. Pitt, Kirk Plangger, and Daniel Shapiro. (2012). “Marketing Meets Web 2.0, Social Media, and Creative Consumers: Implications for International Marketing Strategy”. Business Horizons, 55, 3, 261–71. DOI: https://doi.org/10.1016/j.bushor.2012.01.007
Chang, Woojung, Jeong Eun Park, and Seoil Chaiy. (2010). “How Does CRM Technology Transform into Organizational Performance? A Mediating Role of Marketing Capability”. Journal of Business Research, 63, 8, 849–55. DOI: https://doi.org/10.1016/j.jbusres.2009.07.003
Giordano. (2006). L’approche qualité perçue. Ed Eyrolles.
Greenberg, Paul. (2010). “The Impact of CRM 2.0 on Customer Insight”. Journal of Business & Industrial Marketing, 25, 6, 410–9. DOI: https://doi.org/10.1108/08858621011066008
Gupta, Sunil and Donald R. Lehmann. (2003). Customers as Assets. Journal of Interactive Marketing, 17, 1, 9–24. DOI: https://doi.org/10.1002/dir.10045
Hansotia, Behram J. and Bradley Rukstales. (2002). Direct Marketing for Multichannel Retailers: Issues, Challenges and Solutions. Journal of Database Marketing, 9, 3, 259–66. DOI: https://doi.org/10.1057/palgrave.jdm.3240007
Jayachandran, Satish, Subhash Sharma, Peter Kaufman, and Pushkala Raman. (2005). “The Role of Relational Information Processes and Technology Use in Customer Relationship Management”. Journal of Marketing, 69, 4, 177–92. DOI: https://doi.org/10.1509/jmkg.2005.69.4.177
Lee Matthew K.O & Efraim Turban. (2001). A trust model for consumer internet shopping. International journal of electronic commerce, pp75-92.
Lenhart, Amanda, Kristen Purcell, Aaron Smith, and Kathryn Zickuhr. (2010). Social Media and Young Adults. http://www.pewinternet.org/2010/02/03/social-media-and-young-adults/ (Accessed Nov. 8th 2014).
Pfeifer, Phillip E. and Paul W. Farris. (2004). The Elasticity of Customer Value to Retention: The Duration of a Customer Relationship. Journal of Interactive Marketing 18, 2, 20–31. DOI: https://doi.org/10.1002/dir.20006
Prahalad, Coimbatore K. and Venkat Ramaswamy. (2004). “Co-creation Experiences: The Next Practice in Value Creation”. Journal of Interactive Marketing, 18, 3, 5–14. DOI: https://doi.org/10.1002/dir.20015
Rangaswamy, Arvind and Gerrit H. Van Bruggen. (2005). Opportunities and Challenges in Multichannel Marketing: An Introduction to the Special Issue. Journal of Interactive Marketing, 19, 2, 5–11. DOI: https://doi.org/10.1002/dir.20037
Reichheld, Frederick F. and W. Earl Sasser Jr. (1990). Zero Defections Quality Comes to Services. Harvard Business Review, 68, 5, 105–11.
Srinivasan, Raji and Christine Moorman. (2005). “Strategic Firm Commitments and Rewards for Customer Relationship Management in Online Retailing,”. Journal of Marketing, 69, 4, 193–200. DOI: https://doi.org/10.1509/jmkg.2005.69.4.193
Trainor. (2012). “Relating Social Media Technologies to Performance: A Capabilities-based Perspective,”. Journal of Personal Selling and Sales Management, 3, 317–31. DOI: https://doi.org/10.2753/PSS0885-3134320303
Trainor, James Mick Andzulis, Adam Rapp, and Raj Agnihotri. (2014). “Social Media Technology Usage and Customer Relationship Performance: A Capabilities-based Examination of Social CRM,”. Journal of Business Research, 67, 6, 1201–8. DOI: https://doi.org/10.1016/j.jbusres.2013.05.002
Trusov, Michael, Randolph E. Bucklin, and Koen Pauwels. (2009). “Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site,”. Journal of Marketing, 73, 5, 90–102. DOI: https://doi.org/10.1509/jmkg.73.5.90
UNCTAD. (2017). Rapport sur l'économie de l'information. Numérisation, Commerce et développement.
How to Cite
License and Copyright Agreement
In submitting the manuscript to the journal, the authors certify that:
- They are authorized by their co-authors to enter into these arrangements.
- The work described has not been formally published before, except in the form of an abstract or as part of a published lecture, review, thesis, or overlay journal.
- That it is not under consideration for publication elsewhere.
- That its release has been approved by all the author(s) and by the responsible authorities – tacitly or explicitly – of the institutes where the work has been carried out.
- They secure the right to reproduce any material that has already been published or copyrighted elsewhere.
- They agree to the following license and copyright agreement.
Authors who publish with International Journal of Engineering Technologies and Management Research agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors can enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or edit it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
For More info, please visit CopyRight Section