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02/23/2012

ABSTRACT PAPER - AN ASSESSMENT OF THE MARKETING MIX OF THE ON-LINE SHOP DEVELOPMENT SERVICE IN HONG KONG MARKET: AN EXPLORATORY STUDY 


 

AN ASSESSMENT OF THE MARKETING MIX OF THE ON-LINE SHOP DEVELOPMENT SERVICE IN HONG KONG MARKET: AN EXPLORATORY STUDY 

 

 

Abstract

On-line shopping is becoming more and more popular in Hong Kong, particularly because of growing influence of the Internet and improving technologies in the country. As a result, many companies are considering the Internet as a new way to market their products and get the benefits of the different advantages that the Internet can offer to their overall business performance. Most often than not, businesses are using on-line shop development providers services in order to establish their online presence. Thus, selecting the right provider is one of the most important process and decision that must be done by any company that are planning to use the Internet. This paper assess the marketing mix of on-line shop development service in Hong Kong market, but focused on the comparison and evaluation of the performance of CommuniLink and two competitors in order to come up with the decision which is the best service provider to use. Two groups of respondents were used as sample: 10 online customers and 10 possible online business owners by random sampling. The result of the study showed that all of the three service providers offer excellent service, but CommuniLink was ranked as the best.

 

 

 

 

 

 

 

 

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