|
电子商务在客户隐私这个问题上有一定的风险，1995年，特易购通过回馈活动来调查客户，如果客户在购买商品以后及时反馈所购买的商品信息，特易购都将给予反馈资料的客户一定数额的回报。这其中最重要的是在使用这些通过调查所获得的数据信息在道德上的风险。例如，当客户在易趣网站上购买商品，信用卡信息就会被发送到公司，而保障客户的信息安全是公司的责任。 The problems of e-commerce includes risk of customer privacy; in 1995, Tesco investigates the loyalty cards, the card that keeps customers purchasing and provides information of purchase history so that Tesco could both give and receive rewards. It is essential to use the data information ethically. Other example, when a customer purchases on the eBay website, the credit card information would be sent to the company; keeping customer information safe is the company’s responsibility. 有些时候，顾客宁愿去实体店。被调查人在接受记者采访时回忆了自己在乐购网上提交注册资料和她第一次在线购物的过程，她觉得自己的经验还不够丰富，对到货时间也不是很有把握。然而，这次在特易购网上购物的时候，她感觉还是很不错的。 However, in the interviews 8 candidates thought that the online shopping grocery was costly in terms of delivery and lacked a real buying experience, they preferred to go to the real stores. The candidate in the interview remembers that around Tesco online just build up, in her first time shopping for groceries online; she felt that the experience was not good enough and that the delivery time was not very repayable. However, this was at a time when Tesco’s online shopping was still very new. In addition, there was also some negative feedback of Tesco online from candidates. One of the candidates tells about the difficulty in finding the right department to ring when she wants to know about details of a product. And others believe that the website is messy for her and the photos not good enough, products being hard to find. The information ‘intention to use’ and ‘ease to use’ are the two perspectives that remain a scarcity of published research. However, the combination of the two does not contradict one and other (Charles et al., 2009). Part of the technology approach includes an online store design and navigation, as well as the payment security, which are important elements. Consumer behaviour is a study that focuses on consumers’ activity and behaviour in the process of purchasing, consumption and disposal of products or services. There is a number of 170 people knows about Tesco online shopping, but only 114 people used it. However, the numbers of people who know about other on line grocery are far more below the Tesco. ‘Tesco close to us, always sending good vouchers and giving extra club point. Also with a high level point collection, I don’t want to leave Tesco. ’ The above result from questionnaires shows the trend that Tesco and Sainsbury’s both the major supermarket for most people and being purchase frequently. From the interviews, major candidates reflected that Tesco having the UK best image and with good value. This lead to the well applied club card and promotion strategy. The middle level supermarket such as ASDA attracts customer to shop, however, with lower customer loyalty reflecting from interviews towards ASDA. The down level supermarket as Iceland is lack of customer loyalty to compare with Tesco. ‘The cost of food delivery is between £3.50 and £6.00, depending on the time it takes to be delivered. The staffs are happy to help with the boxes inside and wait until I unpack, then they will take the boxes back. They are helpful and care about the customer, and if you order without bags, they would give extra points on your order.’ It is possible to obtain Club Card points by shopping online; Tesco encourages online shopping by awarding more points if you shop online. In this sampling group, only a small subdivision of the candidates from international background felt it was cumbersome to register and link with Tesco Club card, due to several factors: they may change the postcode within months, and changing postcode would bring complexity, and when shopping only for yourself you may not gain enough points for quick rewards. But for the long term register, the benefits from Tesco club card could be impressive, as Tesco mostly co-operate with famous brands or entertainment places such as museums and Alton towers; a reward from Tesco could be two for one in Alton tower tickets. Moreover, the long term club card holder could link their Club Card to the online shop, in order to gain more points. 12% of candidates believed that most goods are well priced and thanks to their frequently having promotions on the website, some of the goods could be delivered for free. For example, the finest wine on Tesco online could be delivered for free (Tesco.com access in 2012). In the interview, candidates do feel the benefits of saving time from Tesco online shopping; and the majority of candidates commented that the Tesco online delivery are careful and arrive on time; one of the candidates talking about a case where the wrong item delivered said that Tesco showed a positive response and refunded it and gave vouchers. The loyal candidate from Sprowston shopping with Tesco for 10 years mentioned that he would not be switching supermarket; that Tesco could be a life brand. The usefulness refers to customer’s perceptions whether their online shopping experience are likely to increase their shopping frequencies and request for more information (Chen et al., 2002). There are 42 candidates believe that grocery spending increased when shopping online, although they gain good value from promotions and vouchers. ‘When considering I spend delivery fee at the fixed amount, whether more or less goods being delivery. I try to buy as much as possible, otherwise, I feel wasting money. At the end I always spend more than what I expected.’ However, there are only 7 people believe that they are shopping less at online shop; this is due to un-planted purchasing in hypostatic store. They only shopping online when lack of time to visit the store. Therefore, the purchase has been planted and only purchases the basic grocery. Thus, the current situation is that the online strategy giving significant impact on sales. Especially when the strategy being set as a value adding strategy. The research shows that 89 people out of 200 trust Tesco and don’t mind of the internal data analysis. Beside, the people who choice depends are considering about junk mail for surveys.#p#分页标题#e# The previously presented data supports the effectiveness of Tesco’s strategy. Meanwhile, this section aims to examine the findings with respect to the research. Silverstein observes that many online retailers fail to focus on some fundamentals such as revenue, cost and profits; they therefore tend to go bankrupt due to competition (Silverstein, et al. 2001). In the case of Tesco, the firm has done largely well in understanding and satisfying its’ customers. This renowned groceries retailer founded in 1932, introduce its loyalty card in 1995. It is the first online grocery and continues to dominate and its Club card helps to maintain customer loyalty and gain the most up to date information on customers. From the literature and findings, the Tesco’s e-commerce strategy has been results in increased its sales. It gives direction for the company and defines the future actions to be successful in the business world (Johnson, 2006). Beside, the importance of an information system has been recognized to provide replenishment of products on purchase and in logistics. With the aims to improve processes and creating value for customers in order to gain customer loyalty, Tesco has applied large amount systems. Nowadays, Tesco achieved the same standard as other leaders integrated supply chain organizations. E-commerce strategy direct the organization by the way of distribution all the resources with the changing environment back ground in order to meet the needs of markets and to fulfil stakeholder expectations (Johnson, 2006). The theory and hypothesis applied in this paper supports the findings. The strategy and application has generally been used by the online grocery shopping includes: promotion, advertising and customer loyal program. However, Tesco operating the best strategy and application on customer loyal scheme, value adding delivery and better customer relationship, as well as after sale service. Then the impacts on sales at Tesco of E-commerce are mainly focus on customer loyalty strategy and innovation on supply china management. In addition, the challenges Tesco faced when implementing its strategy includes the delivery issue. From the research candidate, the delivery issue happens due to the immaturity operation system. With the improvement of operating systems (such as customer service system and logistic system) the major delivery issues are solved. The research indicator showed that members and non-members of the loyalty programmes demonstrate the different purchase behaviours. Candidates from interviews believe that they would not change Tesco to another supermarket due to the history gaining points on Club Card. Furthermore, Tesco had best participated in customer behaviour and supply chain management, which uses lean management and high technology. It also used the Club Card strategy to help compete in the market. As mentioned previously Tesco will reward customers with vouchers for accumulating points and the vouchers are mailed to the consumer's home. This easy loyalty card strategy is attractive for many families as illustrated by the fact that six months after the launch of the Club Card, about 17% of customers had spontaneously begun using them without advertising at all. Although Sainsbury's, ASDA and others also launched similar plans with same function as Club Card. Tesco remains the most strong customer royalty. After the period of gaining a large database for customer behaviour, the firm became a master of understanding customer buying habits. With studies on the total amount of each type of customer, and good understanding of customers’ favourite types of product as well as the frequency of product purchasing, the firm gained the best knowledge on Britain's grocery. The Tesco online as a one-stop service in grocery on the Tesco webpage, it has aptly adopted the key element of proper alignment from both the marketing and operations strategy sides. The examples of value adding service on E-order and delivery options in Tesco represented this view; as the older process has been marketed and priced accordingly to those people who trends to saving time to physically access the store or experience the shopping. In this case, firms charged customer for the saved time for customer, but not from the add value view. The customer’s e-retailer image influenced online consumer’s attitude that related to the e-retailer, and the intention are out from attitudes. The research shows that the loyalty customers having strong image of good value and reliability on Tesco. The surprising result is the customer loyalty gap between Tesco and other supermarkets. It is hard for those supermarkets to keep abreast with Tesco, as well as the different attitude of the Tesco online. For example some people think it is time saving for daily life especially for older people. But others think it waste of delivery money and make people purchasing more than off line. Because of the limitation on time and money, the research did not start the Tesco dotcom (Dot Com Only Store) section, which build up for picking and delivery Tesco.com grocery order. This chapter provides some recommendations for Tesco online, online grocery shopping could be one of the basic consumer actions in the future, but nowadays the online grocery is a new niche market and it may be impossible to achieve a point where all people purchase groceries online since most shopping is still done the traditional way, such as people visiting a shop on the high street. Then there is the possibility of adding attraction for new and current customers by improving the process of shopping online, which would lead to a more desirable and less onerous online experience. The systematic search engines plus an intensive database could reduce the time required to place an order online. Beside, the advantages of job specialization of shop keepers and accurate inventory management would lead to a high degree of appeal to customers. http://www.ukassignment.org/uklunwen/ In addition, the online grocery industry would keep being a niche market, and Tesco would benefit from its’ Club card to build up one of the barriers to better compete with other companies. From the globalisation perspective, Tesco online with its own strengths in sustainable business model of diversification and value oriented retailing. The model could be well applied in Asian countries, either polycentric or ethnocentric. When operates as an ethnocentric strategy model, the UK best brand image would adding value to the business entity overseas. There is food security issues happen in China, a series of poisonous food issues give negative impact on the Chinese food public relationship. Therefore, it is an opportunity for Tesco expansion in great China mainland. In addition, to combine the high internet user rate amount in Chinese young generation, the online grocery has unpredictable future in China. Beside, choosing the polycentric adapt the local tradition on grocery, but with Tesco standard to attract public attention. |
 |
|||
| 网站地图 |
