How Effective are Firms ’ E-Marketing Tools?

Abstract:- Competition in cyberspace is becoming more intense. With vast information available on the Internet consumers may easily switch at low cost, thus gaining higher bargaining power in the electronic marketplace. In turn, companies have sought to use information technology, such as the Internet to improve service quality. In this instance, the Internet serves as electronic marketing (e-marketing) tools to a company. This study attempts to investigate the extent to which the use of e-marketing tools helps to influence customers ’ intention to return leading to increased retention rates. As such, questionnaire surveys were used to gather consumers ’ perceptions toward the Internet as a shopping medium. The results show that personalization, online community, integrated channels and online rewards influence consumer retention on the Internet. We discuss the results and suggest some directions for future research