Sales approach to customer service in e-commerce - A case study within a specialty retailer's customer service chat

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en Iso-Peura, Tapio 2014-10-09T08:07:57Z 2014-10-09T08:07:57Z 2014
dc.description.abstract As the incremental digitalization changes the world significantly, companies need to be present and successful at electronic marketplaces in order to thrive. This study attempts to broaden the understanding of the companies' online competitiveness by applying the sales approach to customer service in the context of a specialty retailer's customer service chat. The objective is to find ways to make the company's customer service function more cost-effective by applying traditional, face-to-face selling strategies to their online channel. The objective of this study can be summarized in the main research problem: "How to apply sa-les approach to customer service in e-commerce?" In order to meet this objective, the following two research questions are answered: 1. How to increase sales via customer service? 2. How can a customer service chat generate more sales? In terms of methodology, this study is a combination of literature review and a descriptive, exploratory single-case study. Both quantitative and qualitative methods are used in the study in order to gain holistic understanding of the subject. The quantitative data was collected by conducting a web survey for customers. The data was analyzed with SPSS version 20 -software using linear regression analysis. The qualitative data was collected by conducting semi-structured interviews to all five case company's customer service agents working in Finland. Coding and thematic analysis were used to analyze the data set. The main finding of the survey data analysis was the clear correlation between the customer's appreciation for service dimension in the chat function and customer's willingness to shop in the company's web store. Several ways to utilize influence strategies in the chat function are also introduced in the findings of this study. Possible avenues for future research include the effects of implementing sales approach to customer service, for example in terms of profitability, customer satisfaction and loyalty. The ethical approach to this issue could also be a fruitful and relevant addition to the discussion, as the rules of online activity keep evolving along with the technology. en
dc.format.extent 84
dc.language.iso en en
dc.title Sales approach to customer service in e-commerce - A case study within a specialty retailer's customer service chat en
dc.type G2 Pro gradu, diplomityö fi Kauppakorkeakoulu fi School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword customer service chat
dc.subject.keyword e-commerce
dc.subject.keyword influence strategies
dc.subject.keyword sales
dc.identifier.urn URN:NBN:fi:aalto-201410102793
dc.type.dcmitype text en
dc.programme.major Marketing en
dc.programme.major Markkinointi fi
dc.type.ontasot Master's thesis en
dc.type.ontasot Pro gradu tutkielma fi
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon e-business
dc.subject.helecon e-business
dc.subject.helecon asiakaspalvelu
dc.subject.helecon customer service
dc.subject.helecon asiakkaat
dc.subject.helecon customers
dc.subject.helecon myynti
dc.subject.helecon sales
dc.subject.helecon strategia
dc.subject.helecon strategy
dc.subject.helecon myyntimenetelmät
dc.subject.helecon sales methods
dc.ethesisid 13744 2014-09-05
dc.location P1 I

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