Valuation of internet-based businesses
- Authors: Krüger, Janine
- Date: 2013
- Subjects: Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9280 , http://hdl.handle.net/10948/d1008187 , Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Description: This study investigates the valuation of Internet-based businesses. In particular the influence of the implementation of an e-business strategy on the value of a business by focussing on its financial performance, will be determined. Although the valuation of businesses in general has been researched extensively, research on the valuation of Internet-based businesses produced contradictory findings. No consensus could be reached regarding the most appropriate valuation approach to be used. Some research findings indicated that the discounted cash flow approach was the most appropriate while others stipulated that a new valuation approach should be developed. Many authors state that the move to include an e-business strategy is natural, and that businesses cannot afford not to include some form of e-business strategy. Previous research has also shown that by including an e-business strategy, it is possible to improve efficiency of the business and ultimately increase profitability. However, there was no emphasis on how the e-business strategy will influence the business valuation. In order to establish whether an e-business strategy will create value for a business, an empirical investigation was undertaken.
- Full Text:
- Date Issued: 2013
- Authors: Krüger, Janine
- Date: 2013
- Subjects: Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Language: English
- Type: Thesis , Doctoral , PhD
- Identifier: vital:9280 , http://hdl.handle.net/10948/d1008187 , Electronic commerce , Internet marketing -- Evaluation , New business enterprises , Internet marketing , Retail trade -- Computer network resources , Teleshopping , Consumer behavior
- Description: This study investigates the valuation of Internet-based businesses. In particular the influence of the implementation of an e-business strategy on the value of a business by focussing on its financial performance, will be determined. Although the valuation of businesses in general has been researched extensively, research on the valuation of Internet-based businesses produced contradictory findings. No consensus could be reached regarding the most appropriate valuation approach to be used. Some research findings indicated that the discounted cash flow approach was the most appropriate while others stipulated that a new valuation approach should be developed. Many authors state that the move to include an e-business strategy is natural, and that businesses cannot afford not to include some form of e-business strategy. Previous research has also shown that by including an e-business strategy, it is possible to improve efficiency of the business and ultimately increase profitability. However, there was no emphasis on how the e-business strategy will influence the business valuation. In order to establish whether an e-business strategy will create value for a business, an empirical investigation was undertaken.
- Full Text:
- Date Issued: 2013
Facebook as a tool for social customer relationship marketing
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
- Full Text:
- Date Issued: 2012
- Authors: Puffett, Lauren
- Date: 2012
- Subjects: Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Language: English
- Type: Thesis , Masters , MA
- Identifier: vital:8415 , http://hdl.handle.net/10948/d1012083 , Facebook (Electronic resource) , Internet marketing , Customer relations , Online social networks , Relationship marketing
- Description: This study aimed to provide public relations professions with insight into the use of Social Customer Relationship Marketing as a marketing 2.0 tool which delivers the potential to elicit the opportunity for organisations to monitor, engage and manage conversations and relationships through Facebook. Drawing on literature from the fields such as new media, public relations, social customer relationship marketing, and public relations, a qualitative content analysis of case studies of selected organisations was conducted including 10 South African organisations that have incorporated Facebook into their Social Customer Relationship Marketing strategies. The content analysis was conducted to determine the amount of communications taking place on each fan page in order to support the data and provide additional insight into the research question, primary data was collected through two survey questionnaires of, firstly, social media users who subscribe to an organisation‘s Facebook page and, secondly, a survey conducted among the social organisations. Surveys were conducted to firstly determine the social organisations interactions with Facebook as secondly, to determine the social media users‘ interactions with the Facebook. The study found that the majority of the organisations under study in the content analysis successfully elicited user generated conversations about the brand, through content that was advocated by the organisations Facebook administrator. It is also evident as seen in the minority of organisations that these platforms are only likely to elicit consumer- driven dialogue on Facebook if the platform is managed effectively through initiated daily conversations about the brand. The continuous involvement by the administrator in encouraging conversations was necessary, as well as response to all wall posts by the social customer, participation in all conversations by providing accurate information to customers and potential customers about the brand. Conclusions from the survey questionnaires among the social identified the social customers need to be communicated with pro-actively by an organisations who can provide, through collaborative conversations, information pertaining to the brand in real time conversation, while the survey among the social organisation concluded the need for an organisation to not only create a social media footprint, but to allow for a space in which through conversation with the social customer, conversations can turn into relationships.
- Full Text:
- Date Issued: 2012
Impact of internet marketing on the profitability of the hospitality sector in the Eastern Cape Province, South Africa
- Authors: Matikiti, Rosemary
- Date: 2011
- Subjects: Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , M Com (Business Management)
- Identifier: vital:11314 , http://hdl.handle.net/10353/570 , Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Description: The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.
- Full Text:
- Date Issued: 2011
- Authors: Matikiti, Rosemary
- Date: 2011
- Subjects: Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Language: English
- Type: Thesis , Masters , M Com (Business Management)
- Identifier: vital:11314 , http://hdl.handle.net/10353/570 , Internet marketing , Internet advertising , Hospitality industry -- South Africa -- Eastern Cape , Investment analysis -- South Africa -- Eastern Cape , Tourism -- South Africa -- Eastern Cape , Advertising -- South Africa -- Eastern Cape
- Description: The application of internet marketing techniques has been widespread in the hospitality sector worldwide, with many hotels crafting websites for marketing purposes. However, there is still a debate and speculation on the impact of internet marketing on business performance and profitability. Given the well-recognised value of internet marketing in the hospitality and tourism industry, this study sought to examine the impact of internet marketing on the profitability of the hospitality sector in South Africa and to establish factors which influence internet marketing usage. In order to achieve these objectives, a perceptual survey was conducted in graded hotels and lodges in the Eastern Cape province of South Africa. Multiple linear regression analysis and hierarchical regression analysis were used to determine the relationship between internet marketing and business profitability as well as the relationship between organisational and environmental factors and internet marketing usage. Based on the findings of this study, it is concluded that the use of internet marketing can positively influence business profitability. It is also concluded that internet marketing experience moderates the relationship between internet marketing usage and business profitability. The results also indicate that factors such as technological competence, managerial support, level of star grading and alliances significantly influence internet marketing usage. Thus, from the findings of this study, it was concluded that hotels and lodges can enhance their profitability through internet marketing usage.
- Full Text:
- Date Issued: 2011
A model for user requirements elicitation specific to users in rural areas
- Authors: Isabirye, Naomi
- Date: 2009
- Subjects: Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Language: English
- Type: Thesis , Masters , MCom (Information Systems)
- Identifier: vital:11130 , http://hdl.handle.net/10353/145 , Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Description: Dwesa is a rural town situated in South Africa's Eastern Cape Province that has been selected as a testing site for an e-commerce project to address some of the challenges faced by the community. These challenges include difficulties stemming from poverty, poor access to public services, unemployment and low levels of literacy. The Siyakhula Living Lab project’s aim is to develop an e-commerce platform that will 'connect' the residents with the necessary access to services and markets by providing them with the necessary tools that can help in alleviating some of their challenges. In order for the project to achieve its objectives, a deeper understanding into the needs of the prospective users is required. User requirements elicitation deals with the process of interacting with the prospective users to understand and document their needs. This research aims at evaluating existing requirements elicitation techniques and methodologies in the context of rural information technology implementations. The primary objective is to develop a model for user requirements elicitation in Dwesa. Many requirements elicitation techniques and frameworks exist, but few have been evaluated in the context of rural software implementations. Requirements elicitation techniques should not be applied simply as steps to gather information. Instead this research project proposes a model that can be applied to assimilate the contribution of knowledge regarding the stakeholders, problem and solution characteristics, and other characteristics into the software development process for the effective elicitation of requirements.
- Full Text:
- Date Issued: 2009
- Authors: Isabirye, Naomi
- Date: 2009
- Subjects: Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Language: English
- Type: Thesis , Masters , MCom (Information Systems)
- Identifier: vital:11130 , http://hdl.handle.net/10353/145 , Internet marketing , Electronic commerce , Land reform -- South Africa -- Eastern Cape , Sustainable development -- South Africa -- Eastern Cape , Rural poor -- South Africa -- Eastern Cape , Information resources management
- Description: Dwesa is a rural town situated in South Africa's Eastern Cape Province that has been selected as a testing site for an e-commerce project to address some of the challenges faced by the community. These challenges include difficulties stemming from poverty, poor access to public services, unemployment and low levels of literacy. The Siyakhula Living Lab project’s aim is to develop an e-commerce platform that will 'connect' the residents with the necessary access to services and markets by providing them with the necessary tools that can help in alleviating some of their challenges. In order for the project to achieve its objectives, a deeper understanding into the needs of the prospective users is required. User requirements elicitation deals with the process of interacting with the prospective users to understand and document their needs. This research aims at evaluating existing requirements elicitation techniques and methodologies in the context of rural information technology implementations. The primary objective is to develop a model for user requirements elicitation in Dwesa. Many requirements elicitation techniques and frameworks exist, but few have been evaluated in the context of rural software implementations. Requirements elicitation techniques should not be applied simply as steps to gather information. Instead this research project proposes a model that can be applied to assimilate the contribution of knowledge regarding the stakeholders, problem and solution characteristics, and other characteristics into the software development process for the effective elicitation of requirements.
- Full Text:
- Date Issued: 2009
Exploring attitudes towards banner advertising on the world wide web
- Authors: Krige, Philip
- Date: 2008
- Subjects: Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8705 , http://hdl.handle.net/10948/997 , Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Description: The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
- Full Text:
- Date Issued: 2008
- Authors: Krige, Philip
- Date: 2008
- Subjects: Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:8705 , http://hdl.handle.net/10948/997 , Internet advertising -- Banner , Internet users -- Banner , Internet marketing
- Description: The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
- Full Text:
- Date Issued: 2008
Implementing a robust, cost effective, e-commerce platform for a disadvantaged community of the Eastern Cape, South Africa
- Authors: Njeje, Sicelo Given
- Date: 2008
- Subjects: Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11373 , http://hdl.handle.net/10353/75 , Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Description: The development of electronic commerce (e-commerce) is the most visible business use of the World Wide Web. The primary goal of an e-commerce site is to sell goods and services online. This project deals with developing an e-commerce platform for marginalized communities of the Eastern Cape region, South Africa. An online “shopping mall” to support the marketing of art and crafts from disadvantaged communities is presented, with Linux-Apache-MySQL-PHP (LAMP) as the development environment. Free and Open Source Software has been chosen to develop the virtual shopping mall system because the use of Open Source allows easy localization and extensions to the system developed and long term sustainability, as the source code is available. Also, it might start a “virtuous” circle, whereby young members of the communities hosting art and craft makers become involved in maintenance, and then production, of software systems. One important design constraint from the e-commerce platform presented in this thesis is the possibility for the art and craft makers to manage their shops directly, from the initial loading of their wares to the day-to-day maintenance, such as changes of price or items. The user requirement elicitation and initial field testing were conducted in Dwesa, an area on the wild coast, South Africa. The system currently comprising two shops is live at the time of writing this thesis at www.dwesa.com.
- Full Text:
- Date Issued: 2008
- Authors: Njeje, Sicelo Given
- Date: 2008
- Subjects: Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Language: English
- Type: Thesis , Masters , MSc (Computer Science)
- Identifier: vital:11373 , http://hdl.handle.net/10353/75 , Computer network architectures -- South Africa -- Design and construction , Rural development -- South Africa -- Eastern Cape , Internet marketing , Business enterprises -- Computer networks , Electronic commerce
- Description: The development of electronic commerce (e-commerce) is the most visible business use of the World Wide Web. The primary goal of an e-commerce site is to sell goods and services online. This project deals with developing an e-commerce platform for marginalized communities of the Eastern Cape region, South Africa. An online “shopping mall” to support the marketing of art and crafts from disadvantaged communities is presented, with Linux-Apache-MySQL-PHP (LAMP) as the development environment. Free and Open Source Software has been chosen to develop the virtual shopping mall system because the use of Open Source allows easy localization and extensions to the system developed and long term sustainability, as the source code is available. Also, it might start a “virtuous” circle, whereby young members of the communities hosting art and craft makers become involved in maintenance, and then production, of software systems. One important design constraint from the e-commerce platform presented in this thesis is the possibility for the art and craft makers to manage their shops directly, from the initial loading of their wares to the day-to-day maintenance, such as changes of price or items. The user requirement elicitation and initial field testing were conducted in Dwesa, an area on the wild coast, South Africa. The system currently comprising two shops is live at the time of writing this thesis at www.dwesa.com.
- Full Text:
- Date Issued: 2008
An examination of internet usage patterns by mature travellers
- Authors: Correia, Sérgio Barradas
- Date: 2007
- Subjects: Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1194 , http://hdl.handle.net/10962/d1008182 , Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Description: The tourism industry has been identified as the industry with the most potential to create jobs and contribute largely to economic growth. In order to live up to this potential, tourism businesses need to create tourism products for potential tourists which need to be promoted successfully through a number of mediums. The use of the Internet as a medium for promoting and selling tourism products is increasing, however, in order for tourism businesses to successfully promote the tourism product through the Internet, they have to understand the needs and wants of their current and potential target markets. One segment of the tourism market that has come under increasing attention is the mature traveller market. This market is defined as travellers who are 50 years of age and older. Generally, the mature traveller market is viewed as a small homogenous group of old consumers with little or no spending power. However, evidence suggests that this market is comprised of an increasing number of diverse people, who use the Internet and like to spend on tourism products. Therefore, this research will examine differences between Internet users and Internet non-users in the mature traveller market. Specific attention will be paid to investigate differences in demographic, socioeconomic, Internet use and travel-related characteristics. The identification of these characteristics will enable a profile to be d~veloped for each group, which can be used by tourism businesses to effectively promote tourism products over the Internet to the mature market In order to collect data from potential respondents, a questionnaire which was used in a similar study conducted in the US was used. Data was collected using a convenience sample of Internet users and Internet non-users from the Eastern Cape and Gauteng provinces of South Africa. Cronbach alpha and factor analysis were used to assess the reliability and validity of the research instrument and measurement scales. In order to test whether differences did exist between the two groups the Chi-square and t-test statistics were used. Finally in order to examine which factors where influential in differentiating between Internet users and Internet non-users discriminant analysis was employed. The findings in the present study suggest that there are significant differences in demographics, socioeconomic, Internet use and travel-related characteristics between Internet users and Internet non-users in the mature market. By understanding the differences between Internet users and Internet non-users, tourism businesses can identify marketing strategies that appeal to mature travellers who use the Internet and to those do not, by utilising information gathered from Internet users and Internet non-users demographic, socio-economic and travel-related characteristics.
- Full Text:
- Date Issued: 2007
- Authors: Correia, Sérgio Barradas
- Date: 2007
- Subjects: Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1194 , http://hdl.handle.net/10962/d1008182 , Tourism -- Marketing , Internet marketing , Internet users , Older people -- Travel , Older consumers -- Travel
- Description: The tourism industry has been identified as the industry with the most potential to create jobs and contribute largely to economic growth. In order to live up to this potential, tourism businesses need to create tourism products for potential tourists which need to be promoted successfully through a number of mediums. The use of the Internet as a medium for promoting and selling tourism products is increasing, however, in order for tourism businesses to successfully promote the tourism product through the Internet, they have to understand the needs and wants of their current and potential target markets. One segment of the tourism market that has come under increasing attention is the mature traveller market. This market is defined as travellers who are 50 years of age and older. Generally, the mature traveller market is viewed as a small homogenous group of old consumers with little or no spending power. However, evidence suggests that this market is comprised of an increasing number of diverse people, who use the Internet and like to spend on tourism products. Therefore, this research will examine differences between Internet users and Internet non-users in the mature traveller market. Specific attention will be paid to investigate differences in demographic, socioeconomic, Internet use and travel-related characteristics. The identification of these characteristics will enable a profile to be d~veloped for each group, which can be used by tourism businesses to effectively promote tourism products over the Internet to the mature market In order to collect data from potential respondents, a questionnaire which was used in a similar study conducted in the US was used. Data was collected using a convenience sample of Internet users and Internet non-users from the Eastern Cape and Gauteng provinces of South Africa. Cronbach alpha and factor analysis were used to assess the reliability and validity of the research instrument and measurement scales. In order to test whether differences did exist between the two groups the Chi-square and t-test statistics were used. Finally in order to examine which factors where influential in differentiating between Internet users and Internet non-users discriminant analysis was employed. The findings in the present study suggest that there are significant differences in demographics, socioeconomic, Internet use and travel-related characteristics between Internet users and Internet non-users in the mature market. By understanding the differences between Internet users and Internet non-users, tourism businesses can identify marketing strategies that appeal to mature travellers who use the Internet and to those do not, by utilising information gathered from Internet users and Internet non-users demographic, socio-economic and travel-related characteristics.
- Full Text:
- Date Issued: 2007
How the internet supports the consumer decision process: the case study of McCarthy Call-a-Car
- Authors: Limbada, Suhayl
- Date: 2006
- Subjects: McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1171 , http://hdl.handle.net/10962/d1002787 , McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Description: This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.
- Full Text:
- Date Issued: 2006
- Authors: Limbada, Suhayl
- Date: 2006
- Subjects: McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Language: English
- Type: Thesis , Masters , MCom
- Identifier: vital:1171 , http://hdl.handle.net/10962/d1002787 , McCarthy Call-a Car , Automobile dealers -- South Africa , Automobile industry and trade , Internet marketing , Consumer behavior , Customer services , Consumer satisfaction
- Description: This thesis aims to provide a better understanding of the ways in which the Internet supports the consumer decision process of potential customers in an online car retail environment. The thesis is mainly focused on how this can be done in South Africa. A case study approach was adopted in investigating the case of McCarthy Call-a-Car. Interviews were carried out with McCarthy Call-a-Car employees and documents and the Call-a-Car website, were analysed. It was revealed that Call-a-Car focuses on using the Internet to support customers in the pre-purchase phase only. The purchase and post-purchase phases are carried out offline at its dealership network and Club McCarthy respectively. The findings showed that Call-a-Car views the Internet as a marketing tool that provides convenience to customers searching for product information in the pre-purchase phase. The interviews revealed that due to Call-a-Car's strategy, as well as practical problems of selling online, the customer will still have to visit a dealership to conclude a purchase and for post-purchase support. From this research it appears that there are three main issues arising out of Call-a-Car's usage of the Internet in the customer buying process: firstly, the research revealed that instead of cutting out the middle-man, the Internet has created new types of intermediaries called "cybermediaries" and that Call-a-Car is one such intermediary. Secondly, it was revealed that trust is crucial in the online environment and that Call-a-Car builds trust through branding. Thirdly, the Internet has not affected prices online, despite theoretical estimations that the Internet would induce lower prices. The main recommendations for future research are empirical studies to investigate if the cybermediary model is unique to the car industry and whether this business model could be applied to other look and feel industries such as real estate. Future studies could also investigate the mechanics of trust-building and brand-building in the online environment and finally, studies from the customer perspective considering what Internet tools the customer would like to see online to support them during their buying decision process.
- Full Text:
- Date Issued: 2006
The use of strategies to promote and market products and services online as well the use of customer relationship management to attract and retain customers
- Authors: Cohen, Howard
- Date: 2003
- Subjects: Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10862 , http://hdl.handle.net/10948/270 , Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Description: The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.
- Full Text:
- Date Issued: 2003
- Authors: Cohen, Howard
- Date: 2003
- Subjects: Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Language: English
- Type: Thesis , Masters , MBA
- Identifier: vital:10862 , http://hdl.handle.net/10948/270 , Internet marketing , Customer relations -- Management , Consumer satisfaction , Customer loyalty
- Description: The Internet has provided marketing with many new tools and given old tools new or improved meanings. The Net poses tremendous challenges for scholars in many lines of research, from usability studies and consumer behaviour research to marketing and advertising research. Because the World Wide Web (the Web) presents a fundamentally different environment for marketing activities than traditional media, conventional marketing activities are being transformed, as they are often difficult to implement in their present form. This means that in many cases these marketing activities have to be reconstructed in forms more appropriate for the new medium. A lot of technological changes have affected the marketing environment of today. Companies must adapt to these changes in order to improve their marketing strategies. This has, among other things, resulted in an emphasis on relationship marketing. The purpose of this thesis is to explore what strategies are used in practice by companies in order to market and promote their products and services by using their Web sites as well as to build effective Customer Relationship Management (CRM). In order to fulfil the research purpose, interviews were conducted at a number of companies (medium and large), and questionnaires were mailed to various companies in the motor retail industry. The result shows that a company can use traditional as well as online marketing and promotion strategies when conducting business. This can also help companies to gain better relations with their customers. The different marketing and promotion strategies are useful for attracting new business as well as maintaining and stimulating existing relations. The research problem addressed in this study was to determine the factors that are effective in marketing and promoting of Web sites as well as the methods used in building CRM.
- Full Text:
- Date Issued: 2003
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