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Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling

In order to stay competitive in the arena of e-commerce, conventional e-marketing research have provided solutions to online businesses and marketing practitioners by understanding online purchasing behavior and thereby proposing various determinants influencing online purchasing behavior. Little re...

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Main Authors: Ong, Derek Lai Teik *, Ho, Jessica Sze Yin *
Format: Conference or Workshop Item
Language:English
Published: 2012
Subjects:
HF Commerce
Online Access:http://eprints.sunway.edu.my/161/1/Derek%20Ong1%20-%20Strategic%20Understanding%20of%20Malaysian%20Online%20Customers%20Service%20Quality%20Prefernce.pdf
http://eprints.sunway.edu.my/161/
http://www.academyofworldbusiness.com/assets/Final%20Conference%20Program%20for%202012%20July.pdf
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id my.sunway.eprints.161
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spelling my.sunway.eprints.1612020-10-12T07:10:09Z http://eprints.sunway.edu.my/161/ Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling Ong, Derek Lai Teik * Ho, Jessica Sze Yin * HF Commerce In order to stay competitive in the arena of e-commerce, conventional e-marketing research have provided solutions to online businesses and marketing practitioners by understanding online purchasing behavior and thereby proposing various determinants influencing online purchasing behavior. Little research has been done in order to assist marketing practitioners to identify the precise online customer segmentation, making market targeting and positioning and use of effective marketing campaigns complex. Hence, this study aims to identify the appropriate online customer segmentation (product bundles) based on three determinants of online purchasing behavior, i.e. e-service quality, demographic profiles and types of product purchased. 680 useful data was collected from existing online shoppers and data mining technique was employed to identify the product bundles and decision trees were used for customer profiling. Findings have identified Tickets, Clothing and Travel product bundles as the basis of segmentation. Result from this study will assist online marketing practitioners to be conscious of online customers needs and astutely create marketing campaigns aiming at their targeted online customers segments 2012-07 Conference or Workshop Item NonPeerReviewed text en http://eprints.sunway.edu.my/161/1/Derek%20Ong1%20-%20Strategic%20Understanding%20of%20Malaysian%20Online%20Customers%20Service%20Quality%20Prefernce.pdf Ong, Derek Lai Teik * and Ho, Jessica Sze Yin * (2012) Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling. In: Academy of World Business, Marketing and Management Development (AWBMAMD) Conference, 16 - 19 July 2012, Budapest, Hungary. (Submitted) http://www.academyofworldbusiness.com/assets/Final%20Conference%20Program%20for%202012%20July.pdf
institution Sunway University
building Sunway Campus Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Sunway University
content_source Sunway Institutional Repository
url_provider http://eprints.sunway.edu.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Ong, Derek Lai Teik *
Ho, Jessica Sze Yin *
Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
description In order to stay competitive in the arena of e-commerce, conventional e-marketing research have provided solutions to online businesses and marketing practitioners by understanding online purchasing behavior and thereby proposing various determinants influencing online purchasing behavior. Little research has been done in order to assist marketing practitioners to identify the precise online customer segmentation, making market targeting and positioning and use of effective marketing campaigns complex. Hence, this study aims to identify the appropriate online customer segmentation (product bundles) based on three determinants of online purchasing behavior, i.e. e-service quality, demographic profiles and types of product purchased. 680 useful data was collected from existing online shoppers and data mining technique was employed to identify the product bundles and decision trees were used for customer profiling. Findings have identified Tickets, Clothing and Travel product bundles as the basis of segmentation. Result from this study will assist online marketing practitioners to be conscious of online customers needs and astutely create marketing campaigns aiming at their targeted online customers segments
format Conference or Workshop Item
author Ong, Derek Lai Teik *
Ho, Jessica Sze Yin *
author_facet Ong, Derek Lai Teik *
Ho, Jessica Sze Yin *
author_sort Ong, Derek Lai Teik *
title Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
title_short Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
title_full Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
title_fullStr Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
title_full_unstemmed Strategic understanding of Malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
title_sort strategic understanding of malaysian online customers’ service quality preference through demographic customer profiling and e-product bundling
publishDate 2012
url http://eprints.sunway.edu.my/161/1/Derek%20Ong1%20-%20Strategic%20Understanding%20of%20Malaysian%20Online%20Customers%20Service%20Quality%20Prefernce.pdf
http://eprints.sunway.edu.my/161/
http://www.academyofworldbusiness.com/assets/Final%20Conference%20Program%20for%202012%20July.pdf
_version_ 1683233330024153088
score 13.211869

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