Implications for industry practitioners as well as suggestions for future studies are discussed. Results and recommendations for incorporating Internet ethical guidelines into organizations are discussed. Customer orientation constitutes the most important component of market orientation16, 17, 18 and refers to a cognitive, behavioral and cultural aspect of a firm’s marketing concept that puts the customer at the center of the organization and its development.19 Deshpande et al’s16 theoretical framework to market orientation considers customer orientation focal and supports that market-driven organizations are characterized by a set of cultural values and beliefs that put the customer interests first. Because of their importance in the offline environment, the degree of customer orientation and marketing capabilities developed and reflected on the websites of retailers are examined in this study. Previous research has examined the impact of product characteristics (for example, interest, involvement and tangibility) on the adoption of online shopping,43 on its perceived usefulness and on customers’ trust in the online vendor.44 In particular, studies on product involvement reveal that the product involvement level is related to online purchase intentions45 and to the relative importance of factors affecting e-customers loyalty.46 All the above studies focus on online customers and do not investigate the role of product characteristics (for example, involvement) from the retailers’ perspective.

This study examined the moderating effects of individual factors and organizational factors on the relationships between the five salient antecedents (i.e., perceived characteristics of the Internet) and the intention to use the Internet within the context of U.S. But not all the dot-com companies are successful, many factors will affect the enterprise operation. The results of the study revealed significant moderating effects of individual factors. This study included five steps. The study shows that the safety of the payment mechanism is the most important quality attribute to develop marketing performance. Research shows that businesses without automation spend 71 percent of their time and resources planning and defining business processes. Although the extant literature shows that product involvement provides important implications for strategy development (for example, advertising strategies47), no empirical evidence exists regarding internet marketing strategies. There is sufficient empirical evidence that relates involvement to the type and intensity of customer’s perceived product risk (financial, physical, psycho-social and/or time-generated), the expression of one’s personality and hedonic value.

Compelling evidence in the literature supports a linkage between customer orientation and performance.25, 26, 27 A customer-oriented firm is able to better determine the needs and wants of target markets in order to satisfy them more effectively and efficiently than its competitors. Thus, comparing to less customer-oriented firms, a customer-oriented firm is more capable in obtaining organizational goals such as increasing market share, higher profits and a sustainable competitive advantage. Modeling and comparing internet marketing: a study of mainland China based and Hong Kong based hotel websites. A recent study by Tsiotsou30 reports that customer-oriented services firms develop marketing capabilities such as service quality, service variety, customers’ service, marketing support, technology usage and product promotion. Ramsey and McCole9 report that customer-oriented firms are more responsive in adopting internet-based technologies that enable them to satisfy customer needs and counteract competitors’ actions. Indeed, Vorhies et al29 provide empirical findings where customer orientation is positively related to marketing capabilities such as market research, product development, promotion, marketing management and others. A factor that acts as a mediator in the relationship between customer orientation and performance is marketing capabilities. Customer orientation is associated with innovative activities and specifically, with technological capabilities. Second, we measured customer acceptability using a survey (containing dimensions of importance and satisfaction), and then constructed a service quality performance matrix to measure low importance, high satisfaction, and high importance, low satisfaction service items.

After improvement, a new satisfaction assessment on the defective service items was performed, to confirm the complete improvement on all the defective services. Thomas’ (2003) Six Sigma DMAIC (define, measure, analyze, improve and control) quality control system was used to establish a system to enhance consumer satisfaction with the service quality of products marketed on the Internet. First, we defined importance and satisfaction in service quality. Based on the hierarchical structure, a mixed MADM method with non-additive and additive fuzzy measurement is used to show the relative importance of quality attributes. Seven real cases are then used as illustrative the alternatives to demonstrate the synthesis decisions under the application of a mixed mode of both MADM methods. Strengthens the approach of learning from real life examples. NEW. Readers see examples of many new and interesting technologies that are today providing marketing opportunities, both in the Web 2.0 and 3.0 sections.