The Value of Internet Commerce to the Customer

Ralph L. Keeney
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Ralph L. Keeney: Center for Telecommunications Management, Marshall School of Business, University of Southern California, Los Angeles, California 90089-0871

Management Science, 1999, vol. 45, issue 4, 533-542

Abstract: Internet commerce has the potential to offer customers a better deal compared to purchases by conventional methods in many situations. To make this potential a reality, businesses must focus on the values of their customers. We interviewed over one-hundred individuals about all the pros and cons of using Internet commerce that they experienced or envisioned. The results were organized into twenty-five categories of objectives that were influenced by Internet purchases. These categories were separated into means objectives and fundamental objectives used to describe the bottom line consequences of concern to customers. These results are applicable to designing an Internet commerce system for a business, creating and redesigning products, and increasing value to customers. The set of fundamental objectives also provides the foundation for developing a quantitative model of customer values.

Keywords: Internet commerce; customer value; value-focused thinking; value proposition; objectives (search for similar items in EconPapers)
Date: 1999
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Citations: View citations in EconPapers (58)

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