The Voice of the Chinese Customer: Facilitating E-Commerce Encounters

Autor:	Ryan Shuwei Hsu, Clyde A. Warden, James O. Stanworth
Rok vydání:	2015
Předmět:	Marketing Economics and Econometrics business.industry Interpretation (philosophy) Advertising Business E-commerce Business and International Management
Zdroj:	International Journal of Market Research. 57:459-482
ISSN:	2515-2173 1470-7853
Popis:	Numerous studies report the failure of western e-commerce experiences to effectively engage the Chinese customer. While culture shapes significantly customers’ interpretation of their e-commerce experience we have not considered the way (dis)satisfactory determinants shape managerial action outside the western world. Our action research design, spread over a six-year period, integrates critical incidents to facilitate managerial reflection. We surface a new dimension of respect, while revealing important distinct interpretations of existing dimensions. Our narrative, which integrates a prototypical e-commerce experience, acts to crystallise fundamental insights for the management of Chinese e-commerce encounters.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::fa10a5d1861133d9663f1baf01459199 https://doi.org/10.2501/ijmr-2015-037 Zobrazit plný text záznamu Plný text ve formátu PDF