The paper looks at the most effective ways to create customer value, using Amazon, the market leader in internet book sales, as a case study in point.
Written in 2002; 3,488 words; 7 sources; MLA; $ 98.95
Paper Summary:
The paper analyzes Amazon's success and the way its competitive advantage is based on its superior customer value. The paper examines factors affecting Amazon's customer service in relation to the global business community, its competitors and the organization itself. The paper then considers four specific areas of customer value in depth: perceived image, perceived service quality, perceived product quality and perceived value-based price. In each of the areas, the paper provides specific guideline questions to determine if the company is successful in each area.
From the Paper:
"Combining these results, it seems that Amazon scores highly on almost all aspects. This is not surprising since Amazon prides itself on customer service. The areas where Amazon did not score highly were based on treatment of employees and lack of means for personal contact between customers and the company. The problems with treatment of staff suggest that Amazon may focus too strongly on customer service and neglect the internal business. The lack of means for personal contact reflects a company that is basing itself on the capability of the Internet. Overall, this low scoring is not really viewed as a negative. Rather, it seems a good example of how Amazon is pioneering new things. While not everyone may be comfortable with online information retrieval rather than speaking to a real person, Amazon has recognized the value in this process. It is likely that as people adapt they will also appreciate the benefits. This is an example of necessary streamlining to ensure profitability in a tough global marketplace."
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