Analysis of effects of operational execution on repeat purchasing for heterogeneous customer segments

• 成果类型: Article
• 署名作者: Boyer, Kenneth K.; Frohlich, Markham T.
• 署名单位: Michigan State University; Boston University
• 刊物名称: PRODUCTION AND OPERATIONS MANAGEMENT
• ISSN/ISSBN: 1059-1478
• 发表日期: 2006
• 页码: 229-242
• 关键词: Supply Chain Management; operations strategy; e-services; service operations; Empirical Research

摘要

Many retailers are increasingly turning to home delivery as a new arena of operational competition. This study controlled for industry by investigating the online home delivery grocery business, and an analysis of 1,919 customers of home delivery grocers identified four groups of online customers based on reasons for selecting this service. These four groups were next linked to operational execution in terms of service, product, and Internet quality, and found to vary in predicable ways. Subsequent to the initial data collection, five month's of post hoc longitudinal purchasing history was collected on the four groups of online customers to determine the relative profitability. Finally, as a follow-on analysis, the study used regression to predict future consumer purchases based upon operational execution. Time savings and service quality emerged as the two most important independent variables in terms of future buying from such online home delivery services.