Performance Impacts of IT-enabled Services on Online Retailers
Orfalea College of Business, California Polytechnic State University
Effective implementation of media-rich and interactive services has been shown as a contributing factor to the sustainability of online retailers. Using data on the operations and financial performance of the top 500 online retailers in the U.S., this study investigates the impact that website features and functionalities have on sales performance and other intermediate performance measures. We rely on the Customer Service Life Cycle (CSLC), a well-established theoretical framework, in order to conceptualize our analysis. Our findings suggest that website features and functionalities have a significant direct impact on sales as well as indirect impact through intermediate performance measures such as conversion rate and average ticket.
Kevin Lertwachara is a Professor of Information Systems at the Orfalea College of Business, California Polytechnic State University. He received his Ph.D. in Operations and Information Management from the University of Connecticut.
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