MAR 6936902

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MAR 6936-902

• E-Commerce Marketing
• Spring 2003Tampa--MBA
• Web Site Business Model Presentations
• Trust and Customer Sat
• Rich Gonzalez
• April 7, 2003 (Week 14)

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URLs

• All Presentation Sites
• www.ml.com/woml/forum/ecommerce1.htm
• www.theacsi.org/
• http//www.samsung.com.sg/refrigerator/tech_info/t
  ech_info_07.html
• http//www.samsungelectronics.com/refrigerator/dig
  ital_network/sr_i27dtl.html

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Agenda April 7, 2003

• ACSI for E-Commerce
• E-Commerce and Trust
• Usenet
• Site/Model Evaluation Presentations
• What Keeps Customers Coming Back
• Due For April 14

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Final ExamApril 28, 2003

• Part 1SUBJECTIVE
• 3 Essay type questions
• Based on readings, text, discussions and papers

• Part 2OBJECTIVE
• 25-30 QuestionsMC, FIB, T/F
• Based on same

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For April 7

• E-Commerce and the Challenge of
  Trustwww.ml.com/woml/forum/ecommerce1.htm
• www.theacsi.org
• What Attracts Customers to Online Stores, and
  What Keeps Them Coming Back?, Reibstein, JAMS,
  Fall 2002

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For April 14

• No Reading Assignment
• Spend 2 Hours Accessing Usenet
• Pick Product or Service
• Find Out1) What kinds of conversations are
  taking place?
• 2) What kinds of people are involved?
• 3) What impacts might this have on providers
  (product or service)?

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Site/Model Evaluation Assignment

• Paper (Due March 31 for everyone)
• 2 Pages BulletsOne Summary Section
• Cover Sheet
• Copies (for students)
• In Class Presentation
• 8 to 10 Minutes Overview, Pick a Few Main Points
• Presentations on March 31/April 7

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Presentations 8-10 Minutes

• 1. www.pbs.org
• 2. www.disney.com
• 3. www.petsmart.com
• 4. www.espn.com
• 5. www.cnet.com
• 6. amazon.com
• 7. www.artic.edu
• 8. www.bn.com
• 9. ticketmaster.com
• 10. travelocity.com

• 11. www.directtv.com
• 12. yahoo.com
• 13. accenture.com
• 14. www.bbc.co.uk
• 15. walmart.com
• 16. microsoft.com
• 17. www.victoriassecret.com
• 18. ebay.com
• 19. www.southwest.com

(Well do as many as we can today)
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Presentations

• Evaluation Sheet--Feedback

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Site/Model Evaluation Assignment

• Grading Your thoughtful grading
  ExpertiseOpinionsClarity
• Site Just General Feedback
• Interesting Effective

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End Presentations at 825 PM
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E-Commerce and the Challenge of Trust

• Technology and Trust
• Brands and Social Networks
• Trust Is Not Security
• Why Important?
• Human Relations Productive Relationships

• www.ml.com/woml/forum/ecommerce1.htm

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Trust

• Experience
• word of mouth
• reliability
• difficult to build, easy to lose
• perceptions
• warranty---perceived risk reduction
• satisfaction
• social responsibility

Class Interaction
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Trust

• Trust is defined as a willingness to rely on an
  exchange partner in whom one has confidence.
• Trust exists when one party has confidence in
  an exchange partner's reliability and integrity.
• Commitment and Trust lead directly to
  cooperative behaviors that are conducive to
  relationship marketing success.

Moorman, et al., 1993 Morgan Hunt, 1994
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E-Commerce and the Challenge of Trust

• Technology and Trust
• Brands and Social Networks
• Trust Is Not Security
• Why Important?
• Human Relations Productive Relationships

• Brand Trust
• Information
• Fukuyama Internet Trust Brokers
• Digital networks reside on top of social
  networks.
• Lack of trust hinders digital commerce.

• www.ml.com/woml/forum/ecommerce1.htm

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Usenet

• Abbreviation of User Network
• 1981
• World-wide internationally- distributed system
• Provides a text-based communication channel
  consisting of discussion areas called newsgroups

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Usenet

• Newsgroups created to allow posting of questions,
  comments or opinions regarding any subject by
  anyone
• Only e-mail account and possibly a request for
  admission to the group
• Newsgroups are named in a manner to maintain a
  subject hierarchy. For example, sci is a prefix
  denoting science topics, rec is prefix for
  topics about recreational activities, and alt
  is a prefix for any other conceivable topic.

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Mailing Lists Discussion Groups

• Threaded discussion lists (newsgroups, forums)
  allow individuals to add to an initial message
  with successive messages. Newsgroup users add to
  a thread, or single conversation, by indicating
  their response to the prior message. Messages are
  available for other to read and are indented
  under topics headings
• Initial Post
• First response
• Second response

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Google Groups

• Find out the details on
• Productrec.autos.makers.chrysler
• Servicealt.lasik-eyes

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Non-Linear Communication

• Interactivity and hyperlinks allow for a type of
  two-way communication between the online
  entities.
• Non-linear communication allows for a free flow
  and exchange of information.
• Most conversations individuals have with others
  are non-linear.

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Typology Of Interactions

• Consumer-to-consumer (C-to-C)
• (Internet based)
• Business-to-consumer (B-to-C)
• (Internet based)
• Consumer-to-business (C-to-B)
• (Internet based)
• Business-to-Employee (B-to-E)
• (Intranet based)
• Employee -to-Employee (E-to-E)
• (Intranet based)
• Business-to-business (B-to-B)
• (Extranet based)

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High Involvement (1)

• Individuals with high involvement for a product
  or service are
• likely to see a topic as interesting or important
  
• attend to information more
• are more likely to comprehend complex messages
• More willing to spend more time online
• goal directed, such as when attempting to gather
  information to make a purchase.

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High Involvement (2)

• Individuals can also have high enduring
  involvement with products or product categories,
  and engage in online informationing.
• Enduring involvement exists when an individual
  has a high level interest in a topic over and
  extended time period.

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Stewart Brand

• Information wants to be free.

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ACSI

• Claes Fornell
• University of Michigan
• American Society for Quality
• CFI Group
• 1994
• Goal Reliable and Valid Measures of Quality,
  Defined by Customer

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ACSI

• www.theacsi.org/fourth_quarter.htm
• Final Note Customer Sat Is Important It Drives
  Loyalty

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For April 14

• No Reading Assignment
• Spend 2 Hours Accessing Usenet
• Pick Product or Service
• Find Out1) What kinds of conversations are
  taking place?
• 2) What kinds of people are involved?
• 3) What impacts might this have on providers
  (product or service)?