The impact of customer focus to the success of eCommerce systems among small and medium enterprises—a conceptual framework
Ghandour, Ahmad; Deans, Kenneth R; Benwell, George L
This paper conceptualizes the role of customer focus as a contributing factor to the success of eCommerce system (ECS) when it is implemented by small and medium enterprises (SMEs). It postulates that customer focus influences the success of ECS. The success of ECS in SMEs is the dependent variable, the dimensions of which are identified by using DeLone and McLean success model. The output of this paper is a conceptual model that identifies the relevant dimensions of both success and customer focus and the resultant hypotheses that require empirical research to validate the proposed model.
Conference: Australian and New Zealand Marketing Academy 2007 Conference (ANZMAC 2007), Dunedin, New Zealand
Research Type: Conference or Workshop Item (Paper)