Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels

Panos Louvieris; Jetske Van Westering; John Driver

doi:10.1108/eb008751

Login

Welcome:
Guest

Search for:

Browse:

Product Information:

Resources:

International Journal of Wine Marketing

ISSN: 0954-7541
Currently published as: International Journal of Wine Business Research

Online from: 1989

Subject Area: Marketing

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels

Document Information:
Title:	Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels
Author(s):	Panos Louvieris, (School of Management, University of Surrey, UK), Jetske Van Westering, (School of Management, University of Surrey, UK), John Driver, (Birmingham Business School, University of Birmingham, UK)
Citation:	Panos Louvieris, Jetske Van Westering, John Driver, (2003) "Developing an eBusiness Strategy to Achieve Consumer Loyalty through Electronic Channels", International Journal of Wine Marketing, Vol. 15 Iss: 1, pp.44 - 53
Keywords:	B2C marketing, consumer loyalty, distribution channels, ebusiness
Article type:	General review
DOI:	10.1108/eb008751 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	E-Business channels are presenting novel opportunities for small vineyards to target new online market segments, to communicate directly with the customer and side-step the main wine distributors who have traditionally blocked access to substantially wider markets. In the UK, where the majority of wine producers is heavily reliant on direct sales, understanding the role that eBusiness channels can play in the buyer behaviour process could be critical for building effective customer relationships and sales. This paper investigates how competitive advantage can be achieved through B2C channels.

Backfiles Disclaimer

Articles that form part of the Emerald Backfiles have been created through digital scanning. Whilst all efforts have been made to ensure accuracy, Emerald will not be held responsible for any inaccuracies. If you require further clarification please contact backfiles@emeraldinsight.com.