Attracting and Retaining Online Buyers

Abstract

This chapter addresses similarities and differences in e-commerce needs for customers in business-to-business (B2B) and business-to-consumer (B2C) marketplaces. We discuss how and why customers are attracted to online buying in general and to a supplier in particular for each of these types of markets. We further compare the characteristics of customers who choose to buy online with those who prefer to continue with more traditional means of purchasing, providing some possible reasons for observed differences. The customer’s online experience may influence both satisfaction and buying behavior, so we address the antecedents of the experience, including Web site design and the nature of customer involvement with the site. We note the importance of Web site efficacy (usefulness and ease of use) as well as experiential elements of online shopping in customer satisfaction and retention and make specific recommendations for marketing managers in firms offering a Web presence.