Branding and E-commerce service quality for a small company Case Company Kip-Fashion
Umelloh, Chinwe (2020)
Umelloh, Chinwe
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020121628669
https://urn.fi/URN:NBN:fi:amk-2020121628669
Tiivistelmä
E-commerce has developed and metamorphosed dominantly. Presently in the fashion industry, there is unequivocal competition within e-commerce retailers. The purpose of this paper is to delve into the brand-building and service quality concerning small e-commerce online stores. The study explores the limitations of a startup e-commerce shop and to identify features that may assist in progressing and sustaining the online store. This study considers the role of brand-building activities in the small retailer’s e-commerce environment. Thus, facilitating the benefits and character of e-commerce service quality that congregates relevant knowledge for operating and bolstering an e-commerce website.
Qualitative research was administered with a case company. The data is collected by way of an interview with the case company, in addition to secondary sources to determine the performance of branding and e-commerce service quality in a startup e-commerce shop as well as ascertain their benefits. Based on the findings, the case company has not been benefiting from brand-building activities. Nevertheless, they suggested criteria for service quality improvement.
The results of the study further strengthened the brand experience, which entails that creating exclusive and satisfactory brand empiricism would lead to augmented impression amidst online shopping customers in such a way that will leverage the integrity of the brand.
Qualitative research was administered with a case company. The data is collected by way of an interview with the case company, in addition to secondary sources to determine the performance of branding and e-commerce service quality in a startup e-commerce shop as well as ascertain their benefits. Based on the findings, the case company has not been benefiting from brand-building activities. Nevertheless, they suggested criteria for service quality improvement.
The results of the study further strengthened the brand experience, which entails that creating exclusive and satisfactory brand empiricism would lead to augmented impression amidst online shopping customers in such a way that will leverage the integrity of the brand.