No abstract

No abstract

No abstract

No abstract

Purpose – The purpose of this paper is to study the service-profit chain (SPC) on e-service quality dimensions, online customer value (CV) dimensions, e-satisfaction, and e-loyalty in an e-commerce context. Design/methodology/approach – A total of 2,813 internet customers filled in an online questionnaire after completing a specified task on one of 28 wine web sites from seven countries. Findings – The results highlight the impact of the dimensions of e-service quality (information, aesthetics, ease of use, security/privacy, and reliability) on the dimensions of online CV (functional, economic, and social value) as they affect e-satisfaction, which in turn influences e-loyalty. The results validate the SPC in an e-commerce context and also stress the partial mediating role of the dimensions of online CV between the dimensions of e-service quality and e-satisfaction. Research limitations/implications – The sample may not exactly match the customer profile of the web sites analyzed. In order to generalize the results, future research should replicate this study with a customer sample from each web site. Future research could also take into account other variables that may have an influence on the relationships identified. Additionally it would be interesting to replicate the study in other industries and undertake longitudinal studies in one or more industries. Practical implications – From a managerial point of view, online retailers, especially in the wine sector, can positively affect CV, satisfaction, and loyalty by focussing on information, aesthetics, ease of use, security/privacy, and reliability. Originality/value – This paper is the first to study the SPC by examining service quality dimensions, CV dimensions, satisfaction, and loyalty in an online context. It extends the knowledge of online retailing by validating the SPC on the dimensions of traditional service concepts, such as service quality and CV. The findings can assist online retailers to better understand the dynamics of online customer relationships and the implications for customer satisfaction and ultimately loyalty.

Afin d'assurer la croissance du commerce électronique, chercheurs et managers placent la qualité de service au cœur de leurs préoccupations. Sur la base d'un questionnaire en ligne administré en trois vagues à 1 200 clients de cinq sites marchands, une échelle de mesure de la qualité de service électronique, NetQu@l, est élaborée. L'impact de NetQu@l sur l'attitude envers le site est étudié. Les résultats montrent, par ailleurs, que certaines variables sont susceptibles de modérer le processus d'évaluation.

No abstract

Les auteurs remercient les deux rédacteurs en chef ainsi que les trois relecteurs pour la qualité et la pertinence de leurs remarques, lesquelles ont permis d'améliorer cet article au fil des révisions. Leila Boutaleb, Marketing Manager de VirtuOz, est également remerciée pour sa disponibilité et les informations transmises. Viot C., Bressolles G. (2012). Les agents virtuels intelligents : Quels atouts pour la relation client ? Décisions Marketing, 2012, N° 65, pp.45-56. 2 Les agents virtuels intelligents : quels atouts pour la relation client ? Résumé Alors que les taux de conversion sur les sites marchands sont encore considérés comme faibles, que l'expérience d'achat en ligne est souvent perçue comme manquant de chaleur humaine et que les services consommateurs croulent sous les demandes d'informations et les réclamations, une solution existe. Elle consiste à intégrer un Agent Virtuel Intelligent (AVI) aux autres canaux de la relation client. Un bilan critique de la performance des AVI est d'abord effectué. Ces agents présentent des qualités liées aux progrès technologiques mais restent cependant perfectibles. Compte tenu de ce bilan, les atouts des AVI en matière de relation client -notamment leur influence sur les réponses des consommateurs, leur rôle dans l'humanisation du site et l'amélioration de la qualité de service, leur intégration dans le dispositif multicanal et la maîtrise des coûts opérationnels de relation client -sont ensuite discutés. Mots-clésAgent Virtuel Intelligent, marketing relationnel, relation client, Internet, présence sociale, qualité de service Intelligent Virtual Agents: What are the advantages for customer relationship? Abstract While conversion rates on retail websites are still considered as low and while the customer experience of online purchase is often perceived as lacking human warmth and while consumer services collapse under information and complaints' requests, a solution exists. It is based on the integration of a Virtual Intelligent Agent (VIA) into the other customer relationship channels. A critical assessment of Virtual Intelligent Agents' performance is first made. They present qualities bound to the technological progress but they remain perfectible. Considering this assessment, the assets of the VIA in terms of customer relationship -in particular their influence on consumer outcomes, their role in the humanization of the website and the improvement of service quality, their integration into the multichannel customer relationship system and the control of operational costs -are then discussed.