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La Gestión Del Supermercado Virtual: Tipificación Del Comportamiento Del Cliente Online / Virtual Supermarket'S Management: Analysis Of The Online Customer Behaviour

Author

Listed:
  • Cristóbal Fransi, Eduard

    () (Universidad de Lleida (España))

  • Marimon Viadiu, Frederic

    () (Universidad Internacional de Cataluña (España))

Abstract

Este artículo analiza diferentes elementos que influyen en el comportamiento de compra del cliente de un supermercado online. Estos elementos están relacionados tanto con aspectos estéticos del sitio web, como con los procesos que tienen lugar en el momento de realizar la compra. A partir de este análisis, se estudian los distintos grupos de consumidores con comportamientos homogéneos y se posicionan en función de sus actitudes. El análisis también permite definir la calidad del servicio prestado por este tipo de establecimientos, así como las principales dimensiones en que se despliega. En las conclusiones se citan aspectos en los que el gestor de un supermercado online debe incidir para mejorar la calidad de su servicio. / This article analyzes various elements that influence customer buying behaviour of online supermarket. These elements are related to both website aesthetic aspects, as with the processes taking place at the time of purchase. From this analysis, we study the different groups of consumers with homogeneous behaviour and position themselves according to their attitudes. The analysis also defines the e-supermarket service quality provided, and their main dimensions. In the conclusions we mention areas in which the online supermarket manager must accomplish to improve the quality of their service.

Suggested Citation

  • Cristóbal Fransi, Eduard & Marimon Viadiu, Frederic, 2011. "La Gestión Del Supermercado Virtual: Tipificación Del Comportamiento Del Cliente Online / Virtual Supermarket'S Management: Analysis Of The Online Customer Behaviour," Investigaciones Europeas de Dirección y Economía de la Empresa (IEDEE), Academia Europea de Dirección y Economía de la Empresa (AEDEM), vol. 17(1), pages 93-112.
  • Handle: RePEc:idi:jiedee:v:17:y:2011:i:1:p:93-112
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    References listed on IDEAS

    as
    1. Rudberg, Martin & Olhager, Jan, 2003. "Manufacturing networks and supply chains: an operations strategy perspective," Omega, Elsevier, vol. 31(1), pages 29-39, February.
    2. Vijay Pothukuchi & Fariborz Damanpour & Jaepil Choi & Chao C Chen & Seung Ho Park, 2002. "National and Organizational Culture Differences and International Joint Venture Performance," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 33(2), pages 243-265, June.
    Full references (including those not matched with items on IDEAS)

    More about this item

    Keywords

    Supermercado Virtual; Segmentación; Comercio Electrónico; Marketing; Posicionamiento; Virtual Supermarket; Segmentation; e-Commerce; Marketing; Positioning.;

    JEL classification:

    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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