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- Volume 5, Issue 1, 2009
International Retail and Marketing Review - Volume 5, Issue 1, 2009
Volume 5, Issue 1, 2009
Author M.C. CantSource: International Retail and Marketing Review 5 (2009)More Less
The past year has been traumatic for businesses and customers alike. The world recession has been felt among all countries and businesses, and it is widely regarded as the worst since the Great Depression of 1932/3. Retailers worldwide have recorded a drop in demand, many have cut back on operations, expansion plans have been put on hold and unemployment has escalated to record proportions. The USA has been especially hard hit and recovery plans by the government are not showing the expected returns.
Source: International Retail and Marketing Review 5, pp 1 –14 (2009)More Less
This article examines the effects of different elements of the Web Experience (WE) on the buying behaviour of virtual consumers, specifically on the choice of the online retail vendor. The purpose of the study is to empirically test the theoretical findings as to the main parameters of the online customer experience and measure their relative importance and role as inputs in the customer's decision-making process. The study was conducted by means of an online consumer survey in a realistic virtual shopping environment. The results of the study show that out of the five web experience components analyzed, four (the usability, trust building, marketing mix and aesthetics) have a positive and significant effect on the choice of e-vendor while the fifth one (interactivity) does not seem to positively influence the choice of an online vendor. Furthermore the study examines the effect of two behavioural variables (experience and motivation) on the choice of online-vendors.
This topic could expand the scope of academic research on the issue of online marketing and at the same time provide online marketers with new insights and tools for building a commercially successful online presence.
Source: International Retail and Marketing Review 5, pp 15 –24 (2009)More Less
There is an increasing emphasis on building and maintaining brand equity as the primary driver of success for service organisations, such as holiday resorts and hotels. Limited research on customer-based brand equity within the South African hotel context has been conducted. This study examined the dimensions of brand equity and compared the differential effect that they had on brands within three hotel categories (low, medium and high priced) in South Africa. Convenience sampling was used to obtain a return of 169 self-administered questionnaires in the Gauteng metropolitan area. The results suggest that the hotels did not differ on the dimensions of brand image and brand loyalty; however, they did differ on perceived quality. As perceived quality received is based on customers' expectations, hotels are required to provide quality services so as to meet customers' expectations. The research findings imply that the hotels' communication and operational efforts are effective in creating comprehensive brand equity. Focusing on brand equity from a customer's perspective enables marketing managers to determine how their marketing efforts contribute to the value of their brands in the mind of the customer. However, more effort should be made to improve the perceived quality within each of the hotel chains. Suggestions for future research are offered.
Evaluating the usability of an academic marketing department's website from a marketing student's perspectiveSource: International Retail and Marketing Review 5, pp 25 –37 (2009)More Less
Usability testing plays an important role in improving the effectiveness of online information retrieval from a user's point of view. The International Standards Organisation defines usability as the effectiveness, efficiency and satisfaction with which a specified set of users can achieve a specified set of tasks in a particular environment. In a university context, students from different disciplines may have very different needs when it comes to the information they expect from the university's website. This paper investigates the effectiveness, efficiency and satisfaction - that is the usability - of the website of the Department of Marketing and Retail Management (DMRM) from a marketing student's perspective. The objective of the study is to determine best practice guidelines for the development of an improved marketing department website for the University of South Africa.