By Evanschitzky; Heiner; Gopalkrishnan R. Iyer (eds.)
This quantity provides the easiest papers of the specified factor ''E-Services'' of the magazine of worth Chain administration. In organization with advertising middle Muenster (University of Muenster, Germany) and the heart for companies advertising and administration (Florida Atlantic college, USA), the amount offers a radical advent and systematic review of the hot and rising box ''E-Services''.
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Additional info for E-Services: Opportunities and Threats
The software behind MySpace is nearly identical, but structures the user's output into a diary format. While sites that offer free home pages have languished, the News Corporation recently agreed to pay $580 million dollars for MySpace. E-service software details, especially where design elements impact social processes, can matter a great deal with respect to marketing outcomes. ” Not only does the networked electronic environment imply changes for existing businesses (Raport, Jaworski, and Kyung 2004), it requires novel thinking to develop new products.
405). Research on lock-in shows that online consumers manifest a short-term orientation that leads them to pick a preferred site to use repeatedly even though this option may not lead to the lowest price for the sought product (Johnson, Bellman, and Lohse 2003). Consumers seem to avoid switching costs, trading off future lower prices or improved service in favor of the comfort and immediate utility of using familiar web sites (Zauberman 2003). Once the relationship between customer and firm is established, managers should actively develop it to increase customer value and profit.
Consumers are ready, willing, and able to communicate with vast numbers of their peers, sharing their opinions and information about brands. The management chal- E-Services – A Synthesis and Research Agenda 31 ______________________________________________________________________________________________________________________________________________________ lenges include using eWOM to the advantage of the brand. Identifying, seeking out, and nurturing “brand evangelists” (McConnell and Huba 2003) should be a top priority.
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