Delivering customer value online: an analysis of practices, applications, and performance

An expanding array of technologies exist that can enable retailers to add value to product/service offerings online. Yet for many firms, determining which applications to employ can be perplexing. This study examines dimensions of service orientation among market leaders and measures performance results of adopting selected customer service applications. Findings suggest that while a majority of retailers use the Internet to enhance company image, greater pay-offs come from offering more online services, particularly those that may be used by customers in the acquisition process (e.g., e-mail and online ordering) and for post-purchase support.