by Cheung Wai-Leung, Shao Yuk-Yin Rebecca. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1998. / Includes bibliographical references (p. 75). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.v / Chapter CHAPTER 1 --- BACKGROUND AND RESEARCH OBJECTIVE --- p.1 / Marketing Opportunities --- p.2 / Research Objective --- p.3 / Hindrance one - Web traffic --- p.3 / Hindrance two - Web measurement --- p.3 / Hindrance three - Web advertising know-how --- p.4 / Research Methodology --- p.4 / Literature review and WWW search --- p.4 / Survey on Web Promotion Strategy in Greater China --- p.5 / Research Limitation --- p.6 / Chapter CHAPTER 2 --- ENVIRONMENTAL ANALYSIS ON WEB PROMOTION STRATEGY --- p.7 / Hong Kong --- p.8 / China --- p.9 / Taiwan --- p.11 / Chapter CHAPTER 3 --- INTERNET AS A MARKETING MEDIUM --- p.13 / SWOT analysis on the internet as a marketing media --- p.13 / Marketing Resources on The Internet --- p.16 / Web Site Promotion Methods and Tools --- p.16 / Measurement --- p.33 / Chapter CHAPTER 4 --- ANALYSIS ON FACTORS AFFECTING WEB SITE PROMOTION --- p.40 / Company Profile --- p.40 / Types of On-line Business --- p.40 / Company Resources and Capabilities --- p.44 / Product Profile --- p.44 / Consumer Profile --- p.47 / Types of Searching Behaviors --- p.49 / Web Site Promotion Objective --- p.50 / Evaluation of Web Promotion Tools --- p.50 / Reach --- p.50 / Efficiency --- p.51 / Chapter CHAPTER 5 --- THE FORMULATION OF THE WEB SITE PROMOTION STRATEGY --- p.57 / Company Resources --- p.60 / Chapter CHAPTER 6 --- SURVEY FINDINGS --- p.61 / Observations on the Web Site Promotion Tools --- p.62 / The Airline --- p.64 / The TV --- p.65 / The Hotel --- p.65 / The Florist --- p.66 / The Bookstore --- p.67 / The Media --- p.68 / The Org --- p.69 / The ISP --- p.69 / Observations on the Web Traffic Measurement strategy --- p.70 / Observations on the overall web promotion strategy --- p.70 / Observations about Internet marketing development in the region --- p.71 / Chapter CHAPTER 7 --- CONCLUSION --- p.72

Customer satisfaction is a key concern in any business strategy. It is often assumed that customer satisfaction can be enhanced using e-services. E-service is defined as interactive service received via the Internet (Jiang et al., 2013). E-service has contributed to business-to-consumer (B2C) e-commerce by providing on-demand solutions to customers. The relationship with the customer is enhanced by introducing self-service options, product customisation and variety. However, there may also be negative impacts, such as techno-stress and lack of online customer assistance. The primary aim of this research was to develop a conceptual framework to describe the correlation relationship between the factors that influence customers’ adoption of e-services. Organisations use the Internet to attract customers, to conduct financial services and obtain information. This research focussed specifically on online shopping. The Grounded Theory research methodology was chosen for its flexibility and iterative comparison of data. A quantitative survey was conducted to determine the relative significance of the factors uncovered by the Grounded Theory methodology and to validate the hypothesis of the conceptual model. Customer adoption is attained where customer satisfaction is high, where the customer sees value in the service, and where there is customer loyalty or trust. To date, research has focussed primarily on developed countries. Many challenges face South Africa as a Newly Industrialised Country (NIC). The negative factors facing developing countries in terms of e-service adoption include: lack of infrastructure, economic constraints and an emergent socio-political framework. The aim of this research was to build a conceptual model for explaining interrelationships between the identified factors that have an impact on customer e-service adoption. The customer’s perception of technology-driven services affects the organisation’s reputation, which in turn affects profitability. This research will be beneficial to managers in local organisations that thrive on e-services. An understanding of customer preferences will lead to improvement of customer services in South Africa. / Information Science / M. Sc. (Information Systems)

Customer satisfaction is a key concern in any business strategy. It is often assumed that customer satisfaction can be enhanced using e-services. E-service is defined as interactive service received via the Internet (Jiang et al., 2013). E-service has contributed to business-to-consumer (B2C) e-commerce by providing on-demand solutions to customers. The relationship with the customer is enhanced by introducing self-service options, product customisation and variety. However, there may also be negative impacts, such as techno-stress and lack of online customer assistance. The primary aim of this research was to develop a conceptual framework to describe the correlation relationship between the factors that influence customers’ adoption of e-services. Organisations use the Internet to attract customers, to conduct financial services and obtain information. This research focussed specifically on online shopping. The Grounded Theory research methodology was chosen for its flexibility and iterative comparison of data. A quantitative survey was conducted to determine the relative significance of the factors uncovered by the Grounded Theory methodology and to validate the hypothesis of the conceptual model. Customer adoption is attained where customer satisfaction is high, where the customer sees value in the service, and where there is customer loyalty or trust. To date, research has focussed primarily on developed countries. Many challenges face South Africa as a Newly Industrialised Country (NIC). The negative factors facing developing countries in terms of e-service adoption include: lack of infrastructure, economic constraints and an emergent socio-political framework. The aim of this research was to build a conceptual model for explaining interrelationships between the identified factors that have an impact on customer e-service adoption. The customer’s perception of technology-driven services affects the organisation’s reputation, which in turn affects profitability. This research will be beneficial to managers in local organisations that thrive on e-services. An understanding of customer preferences will lead to improvement of customer services in South Africa. / Information Science / M. Sc. (Information Systems)