Project: Web site and customer value from a marketing perspective

The goal of this dissertation is to locate the real key factors of website which influence customer price. Through literature review, we discover the role of website from the marketing perspective is usually a medium of selling, improving the marketing mix and endowing the marketing mix with extra features; we also discover that customer value is usually a comparison advantageous and price, having both psychic value and utility value and within the whole customer activity….

Contents: Web site & amp customer value from a marketing perspective

1 Introduction
1.1 Background
1.2 Definitions
1.3 Problem & Purposes
1.4 Limitations
1.5 Outline
2 Methodology
2.1 Research philosophy
2.2 Research approach
2.3 Research strategy
2.4 Summary
3 Theoretical framework
3.1 The role of web site from a marketing perspective
3.1.1 Marketing
3.1.2 Marketing mix
3.1.3 Internet & E-commerce
3.1.4 Internet marketing
3.1.5 Internet marketing mix
3.1.6 Web site and Internet
3.2 Understanding customer value
3.2.1 The customer value coming from comparison
3.2.2 The customer value involving psychic value and utility value
3.2.3 The customer value covering the whole customers’ activities
3.3 Our research model and hypothesis
4 Empirical Frameworks
4.1 Research strategy
4.2 Kano model
4.3 The sample
4.4 Questionnaire
4.5 Reliability & validity
4.5.1 Reliability
4.5.2 Validity
4.6 Summary
5 Result & Analysis
5.1 Background
5.2 Importance evaluation
5.3 Evaluation using Kano model…

Web site & amp customer value from a marketing perspective

Source: Kristianstad University