TY - GEN
T1 - Brand recognition, service quality and price competition
AU - Ba, Sulin
AU - Stallaert, Jan
AU - Zhang, Zhongju
PY - 2005
Y1 - 2005
N2 - The Internet has significantly improved the bargaining power of consumers. Many online shopping search engines allow users to find most retailers that sell a specified product, compare product prices, and review detailed store ratings. With competition just a click away, online retailers do not have much leverage to prevent consumers from switching and changing where they would shop. Offering the lowest price alone does not guarantee that consumers will come and buy at your site. Other non-price attributes, such as the e-service quality and the brand recognition, also play important roles in helping online retailers to build competitive advantages. This paper develops a competitive model in which firms sequentially choose a level of brand recognition, service quality, and price to maximize their profits.
AB - The Internet has significantly improved the bargaining power of consumers. Many online shopping search engines allow users to find most retailers that sell a specified product, compare product prices, and review detailed store ratings. With competition just a click away, online retailers do not have much leverage to prevent consumers from switching and changing where they would shop. Offering the lowest price alone does not guarantee that consumers will come and buy at your site. Other non-price attributes, such as the e-service quality and the brand recognition, also play important roles in helping online retailers to build competitive advantages. This paper develops a competitive model in which firms sequentially choose a level of brand recognition, service quality, and price to maximize their profits.
KW - brand recognition
KW - e-service
KW - price competition
KW - service quality
UR - http://www.scopus.com/inward/record.url?scp=77953856697&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=77953856697&partnerID=8YFLogxK
U2 - 10.1145/1089551.1089615
DO - 10.1145/1089551.1089615
M3 - Conference contribution
AN - SCOPUS:77953856697
SN - 1595931120
SN - 9781595931122
T3 - ACM International Conference Proceeding Series
SP - 350
EP - 354
BT - 7th International Conference on Electronic Commerce, ICEC05
T2 - 7th International Conference on Electronic Commerce, ICEC05
Y2 - 15 August 2005 through 17 August 2005
ER -