Article information
RESUMEN
Este articulo analiza diferentes elementos que influyen en el comportamiento de compra del cliente de un supermercado online. Estos elementos están relacionados tanto con aspectos estéticos del sitio web, como con los procesos que tienen lugar en el momento de realizar la compra. A partir de este análisis, se estudian los distintos grupos de consumidores con comportamientos homogéneos y se posicionan en función de sus actitudes. El análisis también permite definir la calidad del servicio prestado por este tipo de establecimientos, así como las principales dimensiones en que se despliega. En las conclusiones se citan aspectos en los que el gestor de un supermercado online debe incidir para mejorar la calidad de su servicio.
CLASIFICACIÓN JEL:
L81
M31
PALABRAS CLAVE:
Supermercado Virtual
Segmentación
Comercio Electrónico
Marketing
Posicionamiento
ABSTRACT
This article analyzes various elements that influence customer buying behaviour of online supermarket. These elements are related to both website aesthetic aspects, as with the processes taking place at the time of purchase.
From this analysis, we study the different groups of consumers with homogeneous behaviour and position themselves according to their attitudes. The analysis also defines the e-supermarket service quality provided, and their main dimensions. In the conclusions we mention areas in which the online supermarket manager must accomplish to improve the quality of their service.
KEY WORDS:
Virtual Supermarket
Segmentation
e-Commerce
Marketing
Positioning
JEL CLASSIFICATION:
L81
M31
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