Online Shopping and Traditional Shopping Behavior - Literature review Example

 Online Versus Traditional Shopping Introduction There is a notable change in consumer behavior since the emergence of internet in the world. This development is beneficial to various businesses in the world, as they can now reach a global market. This paper seeks to compare online and traditional shopping with regard to UK foreign students’ usage of smartphone. It will do this by exploring the differences of the two modes of shopping, as well as their advantages and disadvantages. Besides, the paper will investigate on the issue of consumer satisfaction in terms of traditional and online shopping. What is more, the paper will tackle the issues that affect the consumer satisfaction in relation to both online and traditional shopping, such as, perceived risk and value. To understand the issue well, the paper will examine the context of the study, which involves the smartphone usage in the UK in comparison to other countries. UK smartphone users' background and industry As per Jary (2012), new study findings of the comScore, the United Kingdom (UK) is the major European country that uses smartphone. Measured against an average mobile subscribers’ penetration of 45.2%, 52.6% of the UK customers use a smartphone like BlackBerry phones, Apple iPhone, and Windows Phone, or at least one Android smartphone. Further, the study results indicate that smartphone penetration in Germany emerged as the lowest among the leading European states with 38.2%. Besides, Spain measured at 52.5%, Italy measured at 44.4%, while France, 41.4%. Moreover, Jary (2012) says that UK is the leading country in which people use mobile application by 49.7% against the average measure of 39.2%. Its mobile usage is 50.6% against 39.2%, text-messaging measures at 91.8% against 84.5%, social networking measures at 38% against 26.4%, and mobile games measures at 35.4% against 28.1%. Nevertheless, UK’s usage of smartphone for music is low at 0.1% against the European mean usage of 27.5%. Here, the leading country in terms of music penetration is Spain measuring at 36.2%. Furthermore, Jary (2012) says that the study indicates that UK has the highest smartphone penetration with almost half (46.8%) users maintain that they access new sites at least one every month. They also demonstrated that UK has the greatest mobile news access usage, in that 46.8% smartphone users access news more than once per month, while 15.8% users access news nearly every day. As per the mobile research firm mobileSQUARED, there were over 32million users of smartphones in UK by 2011. Moreover, the study shows that, by 2015, there is a likelihood of the percentage to double. According to the emarketer, 17 million people in UK go online through mobile this year. By 2015, this figure is probable go beyond 20 million, and that tablet usage is on the rise. In comparison to Android or iPhone users, BlackBerry users use 38% more time looking for flights at workplace. Overall, smartphone users in the UK use 14million hours every year to search for flights during their working times. In a survey of the consumer preference of the Iphone, BlackBerry, and Android Phone consumers, there are 11 million users of smartphone in the UK, and that there are 9% visitors use mobile devices to search for travel websites. Among those that search for flights online, 24% apply Android phones, 69% use iPhones, and 6% of them use Blackberries (Europe Travel Commission 2012). In other study results, out of the three aforementioned mobile brands, Blackberry consumers appear to spend with a 50% of these users probable to spend lots of money in prestigious places for holiday. On the other hand, iPhone users are the greatest risk takers as they like romance and shopping. the research findings still reveal that these users are more probable to gamble in Las Vegas as compared to the Blackberry users, and are four times probable the users of Android phones, and 10 times compared to the Blackberry to take a romantic trip to Paris. Nevertheless, iPhone users are 7% more probable than Blackberry users to take a dirty weekend. Comparisons between online shopping and traditional shopping There is a great change in the consumer-shopping manner with the emergence of the internet in the world. Despite the shopping style changes, there is no change in the foundations that result in shared shopping habits. Traditional and online shopping have to handle the issues relating to advertisement, security, and provision of a better service by convenience. The security matter affects both business sites. In the case of online shopping, the people’s concern is on identifying their credit card data over web, because o the information hacking and theft. In terms of advertisement, business firms utilize Television and Web to reach a great number of consumers and target the type of shoppers they need. Additionally, Khosrowpour (2006) says that convenience is another factor that facilitates online shopping as it adds incentive, which makes consumers’ shopping experience enjoyable. The web provides a wider selection at individual’s fingertips and there are no queues. Nevertheless, the shopping stores in malls provide consumers an opportunity to see and try the product on sale. Shopping influences customer choice between competing options, which are online and traditional shopping. The two modes of shopping may compare regarding customer behavior, shopping experience, and dynamic relations with clients. Notably, people, especially in the UK prefer to do shopping online because of their interest in faster and quicker shopping experiences. These individuals have a great focus on pure shopping feature and explicitly have an opinion of their target sites and the nature of products the need to purchase. In terms of the traditional shopping, consumers enjoy their shopping experience, as this shopping mode adds entertainment programming to stores. This is because people visit malls in search of other things apart from shopping. These people look for entertainment and diversion in order to have fun as members of the community (Bertea & Moisescu 2011). Bertea and Moisescu (2011) suggest that online shopping is emerging mode of shopping that requires adequate computer access and application. With the rapid emergence of the internet, there is an enhanced ability of people to conduct certain activities from their homes, work places and other areas. In the UK households, computer ownership is steadily increasing. By years 2005 and 2006, 65% of UK homes owned a computer as compared to only 33% in the years 1998 and 1999. This indicates that there is an increased usage of internet in the country. Moreover, by 2005 and 2006, 55% of the UK household could use the internet from their homes in comparison to the 10% in 1998 and 1999. Bertea and Moisescu (2011) further say that there has been a steady growth in internet shopping in UK. In 2005, there were £21.4bn online sales by firms to households, and this translates to a 30% value in 2004. In 2002, there was an online value of £5.0bn. Research also shows that it is hard to compare B2C online shopping globally due to different definitions and reporting and data recording techniques. Consequently, the results of private comparative global studies fail to tally with the local data. Nevertheless, as per the present research findings, UK is the leading European country that uses online shopping. Although online shopping is comparatively new in UK, research demonstrates that 38%of internet shoppers existed as early as 2005. For over five years now, there have been 70% online shopping in the country. In spite of this, 445 of UK adults participate in online shopping. This indicates how much change is there among consumer purchasing habits within a short duration. Besides, there is a great diversity among online shoppers in the UK (Bertea & Moisescu 2011). Advantages of online shopping According to Andrews and Currim (2004), many people currently utilize Web to do their shopping of products and services from any part of the world. The number of online shoppers in increasing because of many reasons discussed as follows. To start with, online shopping is a preferred choice by many clients because of its incredible convenience. Compared to the mortar and brick traditional stores, online shopping is more convenient as it has no fixed times of visiting and shopping. Online shopping is convenient for customers, as they can shop at any time of the day or night. This is also crucial for other types of consumers including mothers, home-based people, as well as during unfavorable weather conditions. Secondly, Andrews and Currim (2004) maintain that clients prefer online shopping to traditional shopping because of its advantage of infinite choice that it offers. The shelf spaces available in mortar and brick business stores are insufficient for all consumers and variety of products. This means that limited space does not allow businesspersons to stock and sell a wide variety of products as consumers may require. This is easy in online market because when a client fails to see a desired product in a particular site, he can simply proceed to another site. Online also provides consumers with an opportunity to have an adequate price comparison. When consumers visit a business store, they are likely to settle for any price that the sellers quote on certain products or services. On the contrary, this is not the case with online shopping, as clients have an opportunity to compare prices in various sites of their target services and products. This is possible without any time wastage that traditional shoppers may experience by moving from one store to another. Moreover, Andrews and Currim (2004) argue that online shopping provides an easy contact to customer reviews on an organization’s products and services. This means that it is easy to get clients’ opinions and thoughts on particular products and services of the business firm; hence, creating an opportunity for improvement. In terms of the clients, these reviews are beneficial in enabling them to make well-informed purchase decisions. On the other, traditional shopping does not offer such an opportunity; hence, compelling customers into making inappropriate purchase decisions. Jefferson (2006) says that online shopping is advantageous, as it prevents pressure sales. In the traditional business stores, there are sales persons that often pressurize clients to buy certain services or products. As a result, consumers mostly leave the stores with goods that they did not intend to buy; hence, no satisfaction. By contrast, online shopping does not have such pressures, and thus, clients have an ample time to compare and decide on a wide variety of products and services that have a potential of satisfying their needs. In addition, many people, especially students prefer shopping online to traditional shopping, because of the lower prices. Online shopping is beneficial in that it reduces overhead costs in a number of ways that minimize prices that a customer can incur. Some studies demonstrate that online shopping have reduced prices of between 6 and 16% lower than the traditional prices (Jefferson 2006). What is more, Jefferson (2006) argues that online shopping facilitates many savings by consumers, especially through internet coupons. In most cases, shoppers may save more money with coupon code, or online coupon. Other studies indicate that 71% of the internet shoppers said they could find better discount opportunities and sales on the internet in comparison with traditional shopping. Online customers can issue a text or button link, which will use an automatic savings to their orders, or they can issue a particular coupon code for entry at checkout. Additionally, Stanford-Smith and Kidd (2000) argue that online shopping provides research capabilities. The internet enables a client to compare prices and products, to ascertain that the product is the actual one he desires. Online sellers publish more information regarding their products on their websites than the offline merchants could in their print catalogs. Online stores offer clients with capabilities to share reviews and information with other clients who have personal experience with an item or a retailer. With the speedy internet connections in many population segments, these interactive features become more crucial. For instance, Zappos.com, a major shoe dealer offers clients an opportunity to view its products from more than eight various angles, and a close up. Besides, online shopping is timesaving as a client can easily search for various items without physically visiting different stores. This is because unlike offline shopping, online shopping does not involve traveling, walking, and parking (Jefferson 2006). More so, online retailing has numerous environmental benefits to the world. Different studies indicate that online shopping causes minimized air pollution and fuel consumption, as clients do have to use cars to travel. Moreover, online shopping also decreases the need for excess parking, and print catalogs. This is because clients can download necessary documents online without having to print them (Keystone 2008). Disadvantages of online shopping Despite the numerous advantages of online shopping, there are certain risks involved in shopping in the internet. First, Burgess (2009) points out that online shopping denies consumers an opportunity to try out products or services they intend to purchase. For instance, if a client is purchasing a cloth, he cannot feel the texture of the material, see the color and size, or try to fit it on before deciding to purchase it. This is appropriate only if the client has accurate measurements of the cloth, and is familiar with the brand and the material on sale. Lack of these vital details can cause an undesirable purchasing experience for an online shopping. This implies that online shoppers do not see the items physically until their delivery dates. This is disadvantageous, as clients might receive defective products; hence loss of money and time. This may also cause misunderstanding and misinterpretation of products purchased online, as photos of the products displayed on the sites look better than the actual products. On the contrary, the traditional shopping allows a client a chance to feel and try out a product before settling on it. Secondly, Khosrowpour (2006) says that online shopping poses a challenge of the clients to wait for the delivery of the ordered items. Upon placing their orders, they have to wait for the arrival of the goods, a process that might take a few days. This waiting period can also be frustrating to the customers. According to experts, customers’ excitement is high at the early days of order, but this excitement declines after the orders, especially on the arrival of the products. Thirdly, Bluschke (2011) maintains that online shopping has delivery risks, which entails possibilities of mishandling of products, especially during shipping. There is a possibility of arrival failures of the ordered products, and thus forcing the clients to make several phone calls to the vendor and the courier firms. It is also probable that the client might be away at the time of product delivery. Consequently, the courier company might decide to leave the package at the at the client’s door; hence, posing risks of theft by passersby. Another delivery risk involves breakages by the shipping or courier companies. Here, the client might realize it after the departure of the courier officers, and the vendor might claim that the client broke it after delivery. This will lead to losses of time and unnecessary conflicts between the client and the vendors (Khosrowpour 2006). Fourthly, Stanford-Smith and Kidd (2000) maintain that internet shopping is disadvantageous in that it might have shipping charges. Very few business sites provide free shipping to clients who shop online. Other shipping companies offer free services if the client’s total buying price supersedes a given amount. When online shoppers visit sites and settle on certain products, shipping charges often discourage them because many of them do not afford. Moreover, Gunasekaran (2001) points out that shopping online can also bring challenges to the clients in terms of returning products. At times, in such transactions, the client might refuse to take the product upon seeing it due to technical issues; hence, a need to return it to the vendor. Even after agreeing to have the product back, the vendor might refuse to settle the costs incurred in shipping it back to vendor. Besides, the client might have to contact and persuade the vendors on the reasons for returning the product. Even though, there are certain companies that have great return policies, some of them do not pay attention to this. As a result, this problem discourages many of the online shoppers. As Bluschke (2011) reports, online shopping is disadvantageous in that it lacks personal touch, as a consumer cannot interact with the vendor immediately. This might have adverse effects on the client’s decision because of insufficient information. A client might have a crucial matter that needs clarification before making purchases, but inability to talk to the seller will hinder his purchase decisions. The greatest problem with online shopping involves security and privacy issues. Online shoppers often find online payments unsafe, but not all the time. This implies that there are companies that are insecure, or which do not encrypt the clients’ private credit card information. This facilitates a hackers’ successful breaking into the company system; hence, compromising customers’ private information. Pooler (2003) says that online shopping poses a risk of internet fraud. Some people posing as online vendors pretend to be selling certain products at cheaper prices as compared to other vendors. Upon payment of the product, such people may close down their companies unexpectedly, or send the client refurbished, low quality, opened product. This might leave many consumers frustrated and at a loss. Online shopping may also lead the client to phishing sites that aim at defrauding them. Further, online shopping makes consumers fear the possibilities of spywares on the clients’ computers. This may not be a seller’s fault, but it will greatly compromise the clients’ personal data. These security issues cause many fears to the clients on the issue of online shopping. These fears seriously affect their decisions and satisfaction, as they cannot freely purchase products and services. Nevertheless, many business firms take precautions to avoid such cases in order to satisfy the needs of their clients. For instance, they advise on installation of preventive devices, identification of internet hoaxes and frauds, following HTTPS procedures, anonymous surfing, and maintaining website usage private (Burgess 2009). What is more, Burgess (2009) says that online shopping is also disadvantageous, as it requires strong and reliable internet connectivity for successful transactions to take place. Besides, online shoppers must have computers and internet all the time for it to be effective. More so, online shopping is also unsuitable for products that urgent, as well as those that are perishable and lowly priced. Advantages and disadvantages of traditional shopping Pooler (2003) asserts that traditional shoppers have an advantage over the online shoppers in terms of the ability to see the actual product before making any purchase decisions. Traditional shopping enables a client to see the color, size, and feel the texture of the product before settling on it. Besides, this mode of shopping allows the clients to touch and smell the products prior to make purchases. Clients also have an opportunity to try or test products before buying them; hence, their satisfaction. Secondly, traditional shopping is beneficial in that they it allows the clients to visit the stores on their own, as most of them are within their reach. Moreover, traditional shopping is beneficial in that it has lacks privacy and security issues that online shoppers often experience. This is because traditional shoppers do not expose their private information to other people in the internet. This is because clients directly share private information with vendors in their stores, and that there is no one else who can access the information. This kind of shopping is also secure in that clients pay directly to their vendors; hence, reducing chances of fraud (Pooler 2003). Bluschke (2011) says that some people also prefer traditional shopping to online shopping because it does not involve shipping costs that internet shoppers incur. This is because clients pick the items by themselves from the stores, and that there are no couriers involved. As a result, consumers only have to pay for the prices of goods. Traditional shopping is also beneficial in that it has a personal touch that online retailing lacks. Personal touch is indispensable for any effective business transaction, as clients can express their doubts on the products. This also offers clients adequate opportunity to negotiate on the products’ prices before making purchase decisions. Traditional shopping is also advantageous in that clients manage to select desired products from the several alternatives at reduced at any moment. Since consumers get products directly from the stores, there is a little confusion. In addition, traditional shopping attracts some people with its advantage of allowing the consumers to save money through obtaining products at lower prices. This is because of the discounts that vendors normally offer their regular customers. Traditional shopping also enables customers to compare and contrast product prices at various stores before on settling on particular items. This is imperative as a client can buy a high quality product at reduced price (Pooler 2003). Just like in online shopping, traditional shopping has a benefit of wide variety of products in different stores. Here, a client can move from one store to another in order to purchase products that only satisfy their needs. This kind of shopping is also a form of exercise to shoppers. It also allows the clients to return the products that do not meet their needs, or the defected or incorrect ones. This gives some clients, particularly in the UK to buy products from offline shops. Nevertheless, traditional shopping has various limitations that greatly discourage customers. Since clients have to move to different stores to look for products, they have waste a lot of time, and spend much money in the movements. Moreover, business stores have limited information on products as compared to online shops. Besides, traditional shops have fixed locations and times of operation; hence, limiting the customers visits to them. Factors affecting customer satisfaction According to Kurniawan (2010), customer satisfaction is among the most significant matter about business firms of all kinds. Customer satisfaction evaluation may be the most dependable feedback, which offers clients’ experiences and preferences in an efficient, direct, sensible, and objective manner. Therefore, customer satisfaction is a performance standard, as well as a potential measure of excellence for any company. Recent research brought out the difference between customer satisfaction in relation to services and tangible products. The difference is because of inherent perishability and intangibility of services, and the inseparability of consumption and production. As Hanif, Hafeez, and Riaz (2010) report, customer satisfaction entails an assessment of the perceived discrepancy between product’s earlier expectations and its real performance. One of the factors affecting consumer satisfaction is the satisfaction of clients with services and products. Secondly, perceived value of products by the clients also affects customer satisfaction. This implies that customers’ contentment comes with the value they perceive on particular factors. Thirdly, Lee and Joshi (2007) argue that perceived quality of the products also determines customer satisfaction of the products. This means that high quality products and services greatly influence the clients’ satisfaction. What is more, cost of products, as well as efficiency and performance also determine client satisfaction. Cost-effective, efficient, and product performance motivate customer satisfaction; hence, loyalty. In addition, consumer satisfaction on certain products and services results from the vendors’ personal facets, such as, friendliness and etiquettes. Clients tend to opt for business organizations that treat them appropriately in terms of friendliness and etiquette. More so, Kurniawan (2010) says that the kind and quality of feedback that suppliers provide to clients hugely affect customer satisfaction. Besides, the way in which suppliers or organizations manage clients’ complaints determines their satisfaction levels of the company products. The vendor potential to manage entire client life cycle also influences customer satisfaction. Moreover, the vendor’s ability to commit and meet deadlines effectively also immensely affect customer satisfaction. For instance, customers prefer online shopping to traditional shopping because vendors meet their deadlines effectively and promptly. Organizations that provide hassle free and compatible operations and functions tend to enhance their customer satisfaction. The engineering and technological elements of services and products also have an impact on customer satisfaction. O’Cass and Ngo (2009) also assert that brand also affects customer satisfaction in a considerable way. This happens in that clients tend to remember a company through its brand, and it influences the way they describe it to their colleagues. Brand development requires consistency and commitment in order to ensure that it communicates the intended message to the target consumers. Brand also plays a great role in marketing. This is because firms with positive brand existence may use the advantage from the mortar and bricks structure to the plus of branding. Suh and Yi (2006) say that consumers employ brand in the identification of the market source of a product, and in assigning responsibility to a specific distributor or manufacturer for product delivery. The brand entails a set of promises, which connect products to its customers. Moreover, brand assures the clients of a superior value and consistent quality for which the client is ready to commit to and pay for the product. Brand assures consumers of prompt product delivery; hence, it builds customer satisfaction and understanding. In relation to customers, brand of a company affects their choice to engage in traditional or online shopping. Since online shopping assures clients of prompt product delivery, many students prefer it to traditional shopping. What is more, Lee and Joshi (2007) assert that quality of service also immensely affects customer satisfaction. Client’s satisfaction occurs when he perceives quality in the services given. In the web setting, user interface is the service, while the user id the client. The service quality plays a major role in the satisfaction of clients, as compared to the services obtained offline like in bookstore. Traditional shoppers often experience the service quality upon committing to the firms. On contrast, online shoppers experience the service quality before deciding on their commitment to the firms. Besides, web environment has no face-to-face personal interaction, and thus, there is evidence of verbal and non-verbal service adjustments. Therefore, website design is vital in effective service delivery (Kurniawan 2010). Conclusion With the numerous technological advancements, there are considerable changes in terms of consumer behavior. Internet emergence has a great impact on the clients’ preferences for traditional and online shopping. In relation to the UK clients, online shopping is commonplace, especially with the increased usage of smartphones. According to studies, it is explicit that UK is the leading country in Europe that uses smartphones. Customer satisfaction is one of the determining factors of the clients’ preference to either traditional or online shopping. Each of these modes of shopping has a share of benefits and drawbacks as discussed above. Nevertheless, there is little research regarding the UK foreign students’ preference in terms of shopping. The available studies only mention the prevalence of smartphones and other technological devices in the country, but do not focus on the students’ shopping behaviors. Besides, the existing studies also address factors that affect customer satisfaction, but have little to do with foreign students’ choice for shopping behavior in terms of online and traditional shopping. Summary UK is the leading European country that uses smartphone and other technological devices Many people prefer shopping online because of its benefits including convenience, perceived value, time-saving, reduced costs, flexible schedule, variety of choices, hassle free, and no pressure sales among others Online shopping has disadvantages including security and privacy problems, delivery risks, fraud, no personal touch, shipping and delivery charges, and no opportunity to try, see, and touch the product before buying it. other people prefer traditional shopping because it has personal touch, no fraud, no security and privacy problems, and opportunity to have a physical experience the product Traditional shopping is disadvantages due to time wastage, high costs, stressful, inflexible schedule, and unlimited variety of products and space. Customer satisfaction determines customer behavior. Customers prefer shopping mode based on perceived value, service quality, great brand, product quality, complaint management, and friendliness among other factors. The literature review display a gap regarding the UK foreign students’ preference to traditional and online shopping. References Andrews, RL & Currim, IS 2004, ‘Behavioural differences between consumers attracted to shopping online versus traditional supermarkets: implications for enterprise design and marketing strategy’, International Journal of Internet Marketing and Advertising, vol. 1, no. 1, pp. 38-61. DOI: 10.1504/IJIMA.2004.003689 Bertea, PE & Moisescu, OI 2011, Perceived risk, price and online travel agencies: does price always matter? Pp. 32-42. http://www.mnmk.ro/documents/2011/3_Bertea_Moisescu%20FFF.pdf Bluschke, N 2011, Factors Influencing Consumers' Intention to Purchase Clothing Online. GRIN Verlag GmbH, München. Pp.9-14. Burgess, S 2009, Effective web presence solutions for small businesses: strategies for successful implementation. Information Science Reference, Hershey. Pp. 90-100. Europe Travel Commission, ETC 2012, Mobile Devices, Mobile/Smartphones, Europe travel commission. Retrieved in June 11, 2012, from http://www.newmediatrendwatch.com/markets-by-country/18-uk/154-mobile-devices Gunasekaran, A 2001, Agile manufacturing: the 21st century competitive strategy, Elsevier, Oxford New York. Pp. 284-286. Hanif, M, Hafeez, S, & Riaz, A 2010, ‘Factors Affecting Customer Satisfaction’, International Research Journal of Finance and Economics, vol. 1, no. 60, pp. 44-50. http://www.eurojournals.com/irjfe_60_04.pdf Haugtvedt, CP Machleit, KA & Yalch, R 2005, Online consumer psychology: understanding and influencing consumer behavior in the virtual world, Lawrence Erlbaum Associates, Mahwah, N.J. Pp. 401-410. Jary, S 2012, UK leads European smartphone usage, comScore mobile data on big five European markets. Retrieved in June 11, 2012 from http://www.pcadvisor.co.uk/news/mobile-phone/3346319/uk-leads-european-smartphone-usage/ Jefferson, J 2006, Benefits of Online Shopping, Internet and Businesses Online. Retrieved in June 11, 2012, from http://ezinearticles.com/?Benefits-of-Online-Shopping&id=300201 Keystone, PJ 2008, Antecedents of Online Consumers' Intention to Buy, ProQuest. Pp. 1-27. Khosrowpour, M 2006, Emerging trends and challenges in information technology management: 2006 Information Resources Management Association International Conference, Washington, DC, USA, May 21-24, 2006, IDEA Group Pub, Hershey. Pp. 30-50. Kurniawan, B 2010, Factors Affecting Customer Satisfaction in Purchase Decision on Ticket Online: A Case Study in Air Asia. Pp. 1-84. http://putraselaparang.weebly.com/uploads/2/0/1/8/2018142/factors_affecting_customer_satisfaction_in_purchase_decision_on_ticket_online.pdf Lee, K & Joshi, K 2007, ‘An Empirical Investigation of Customer Satisfaction with Technology Mediated Service Encounters in the Context of Online Shopping’, Journal of Information Technology Management, vol. 18, no. 2, pp. 79-90. http://www.aom-iaom.org/pdfs/jitm/jitm_vol_18_07%20(4).pdf Neilsen, J 2000, Designing web usability, McGraw Hill, Indianapolis. New York. O’Cass, A & Ngo, L 2009, Achieving customer satisfaction via market orientation, brand orientation, and customer empowerment: Evidence from Australia. Pp.1-8. http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-222.pdf Pooler, J 2003, Why we shop: emotional rewards and retail strategies, Praeger, Westport, Conn. Pp. 175-180. Stanford-Smith, B & Kidd, PT 2000, E-business: key issues, applications, and technologies, IOS Press, Amsterdam Washington, DC. pp. 825-840. Suh, J & Yi, Y 2006, ‘When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement’, Journal of Consumer Psychology, vol. 16, no.2, pp. 145-155 http://www.youjae.com/profile/jcp2006.pdf Read More