Referral management for online retailers is a strategically important activity, as referrals offer a highly cost-effective method of customer acquisition. In fact, online customers mention referrals as the second-most common reason for choosing to shop at a particular retailer, second only to search engine suggestions. However, while online retailers are able to improve their visibility on search engines through focused keyword insertions, they are often unable to pinpoint the drivers of referral behavior among their customers. The current research examines the relationship between two key dimensions of online retailing: order fulfillment cycle times and referral behavior. Employing a theory of customer appraisal and empirically testing the ensuing model using structural equation modeling, we find that excellent order fulfillment is instrumental in generating referrals for the online retailer, even after factoring in product quality.

Linking order fulfillment performance to referrals in online retailing: An empirical analysis

Biotechnology and food: Thirteenth International Conference, organized by the Netherland Organization for Applied Scientific Research (TNO) on Biotechnology: or Hidden past, a shining future☆

Changing industrial buyer-seller pricing concerns

Purpose: The purpose of the paper is to underline that the rise of the Journal of Business-to-Business Marketing (JBBM) cannot be explained without taking into account the development of the Institute for the Study of Business Markets (ISBM) at Penn State. JBBM is interpreted as one module in a bigger puzzle. It is the past that at least partly influences the future.Findings: Has JBBM walked its talk? Yes! The editors have tried to stick to their goals. Although JBBM tries to offer a variety of topics there is an emphasis on relationship marketing which somewhat narrows the perspective. A pendulum effect appears to be at play: at first, one has to convince the scientific community that relations matter. But if you are successful, the relationship topic becomes so important that it supersedes other topics. Besides the dominance of relationship topics, JBBM is characterized by internationality of all parties involved. Content-wise, special aspects are theory orientation and educational approaches wh...

Every Future Needs a Past:1 A Personal View of the History of JBBM

Technical substitution effect for a raw material

The TACC report. “Bread. An assessment of the British bread industry.” : Intermediate Publishing Ltd., PO Box 6, Kettering, Northants, England. 1974, 89 pp. £ 1.25

Derek Medford

Papers

Technical substitution effect for a raw material

The TACC report. “Bread. An assessment of the British bread industry.” : Intermediate Publishing Ltd., PO Box 6, Kettering, Northants, England. 1974, 89 pp. £ 1.25

Introduction to industrial marketing management