Brodie, R., Buchanan-Oliver, M., Davis, R. (2000). Retail Service Branding in Electronic Commerce Environements.

Journal of Service Research, 3(2), 178-186. OBJECTIVES: Objective of this article is to develop a conceptual model based on literature and qualitative findings that describes the role of the service brand in electronic-commerce environments.

MAIN MESSAGES: 1. 2. 3. 4. Conceptual model Method Empirical Evidence Managerial implications

MAIN MESSAGES IN-DEPTH: 1. Conceptual Model

Proposition 1: The Electronic retail service brand is an informational device that, as a customer -directed symbol, acts as a promise and a fulcrum of trust in the relationship between service provider and consumer regarding the experience of the service encounter.

y y y

Relationships are built through the brand as a symbolic device and relational fulcrum The customer trusts the service and the service provider fulfils the promise of brand expectation Buying online does not have all the physical reassurances on buying in a store, so the service brand leverages that issue of trust.

Proposition 2: The electronic retail services brand s image is defined as the consumer image in the consumer s mind of the experience created by the antecedents service attributes, functional consequences, and symbolic meanings that consumers associate with a specific brand.

y y

Attention needs to be given to the consumer s overall mental picture of the experience - the service brand image Created in response to brand-related stimuli during the encounter.

Proposition 3: The experiential image of the electronic retail service brand acts to create a consumer state defined as a cognitive system of communications in which the physical reality of the service encounter is entirely captured and fully immersed in an experiential virtual image setting, defined by the electronic service brand image.

y y

Website catches physical reality through virtual reality Service in based on information flows in the online environment rather than physical interactions

Proposition 4: The electronic service brand fulfils its role as a relationship fulcrum in making promises to customers regarding the experience of shopping online though the development of brand alliances.

y y y

In order to fulfil promises and expectations of brand name quality, often need to get help from other brands. To build a website secure hosting, online finance companies, delivery companies. Customer does not see brands involved experiences quality service.

Based on literature and 4 propositions: 1) Electronic Service Brand acts is: y Informational Device y Fulcrum of trust in relationship between service providers and customers Experiential Image is: y Image in the consumers mind associated with a particular brand y Created by: by the antecedents: the service attributes, functional consequences, and symbolic meanings

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Research Method Qualitative Yo

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The demographic was quiet biased, as you can see above, but we assume that back in 1997-1998 people had to be quiet intellectual to use computers, and quiet w ealthy afford one with internet. Plus that particular demographics regarding having a family and both parents having jobs in a professional environment, this would mean a very busy household and limited time, so they would be perfect to utilise a service which could cut a lot of time out of their weekly routine.. Since food shopping takes forever. The process of the research was.. The respondents all did interviews, then their transcripts where passed down to secondary verifiers, and they used computer aided textual analysis to assess the text and try find themes. Then a case report was written. The reports where reviewed further to ensure reliability, then to improve internal validity, the used expert practitioner feedback to text their conceptual models as above. Limitations of Study Only studied a specific demographic, which was well educated, dual i ncome homes, married, professional careers, tertiary education . We thought this was a limitation, since now computer and internet are so widely used that everyone no matter income levels has access to one. Also need to understand their needs as well and the POV e.t.c..an not just the demographic tested. As we found from brief research we saw that majority of the users on the website, were elderly people, and the Woolworths in no way caters to the elder, in fact it doesn t cater to many people it s a shitty as website. There is a specific reason for is, I have a thesis proposal on this topic if any wants to read basically in NZ supermarkets aim is to push you to shop in their physical stores and do not want you to shop online.. Because they have more opportunity to influence you purchasing behaviour in store, as opposed to over the internet.. That s why their websites is poo s because they don t actually want people to do the shopping through there.. If you remember the example of giving you guys the shitty as fruit in class to look at, that is what the NZ supermarket websites would equate to in a real world setting. So could argue that a limitation of the study is industry the study choose to examine, since their aim is not to create the type of website in which users want to use., they have no intention of this.

TESCO VS WOOLWORTHS: To Understand The Propositions

Proposition 1  Logos,  Branding of the website. This is the basic branding on the page. i.e you go into the website you see Woolworths branding and other imagery you would associate with Woolworths e.t.c. It basically supposed to simulate mental representation of the psychical shop If you go into countdown website you ll see that shop smart douche, so all that is imagery that you would associate with countdown,, as it s what you would see in a countdown shop with the banners of shop smarter, and sometimes they even play his commercials in the supermarket. Proposition 2


Tesco offers quick lists, past shopping lists you have made, offers direct shopping, categories everything a lot better, look at wine section sale each are currently offering. Woolworths has random ads which may or may not be applicable to user, offers poor functionality on the website

Tesco offerings everything from past shopping lists, to sharing shopping lists, Better categorization of the website e.t.c http://www.tesco.com/everylittlehelps/ this page incorporates all those features which help users in achieving their goals. Also Woolworths has irrelevant banner ads, which have more emphasis, than their sales notices. Woolworths doesn t offer much, a mediocre to shit categorization of products.

Proposition 3
 

Tesco the way the show product descriptions Woolworth s way of showing product descriptions

This was that bit regarding how they displayed their products, we used the wine example. Woolworths basically had a crappy picture, no details or information on their wine, Tesco had everything you needed to know, from where it was made, to by who, what vintage, and even about the region. They even let you see the labels in detail. So when you buy wine you d be like oh it says here that it s a 1999 savblancvintage from hawkes bay, harvested in 1981, the labels looks fancy,wine is recommend with blabla, it has a 4/5 star rating and is highly recommended by users, and the tasting notes sound good that s from Tesco As opposed to 1999 savblanc, hawkes bay, kthnxbi which is what Woolworth portray, when you click on wine details Its not very good selling . Have a look yourself at the websites http://www.tesco.com/wine/product/details/default.aspx?id=256651165and https://www.woolworths.co.nz/#url=/Shop/Department/19%3Fname%3Dliquor -wine Basically the main joy of shopping is using our senses, so you can touch, feel, smell e.t.c the fresh food, in a website you can t do that. So you rely on information rich environment to simulate your senses. So you want to see appealing pictures(you guys have heard about FOOD artist, whose job it is to make food on tv look good, they color them in and shit and make you want to go buy the big mac or w.e they advertising) because they need to stimulate your brain with these images. So website needed to do that, good pictures, good descriptions. So that your imagination does the rest . Remember the crappy fruit we gave for you guys to pass around, imagine seeing that in a real supermarket, you wouldn t buy it!!! And that is what Woolworths offers in a sense with their images and descriptions online. They don t stimulate your brain or your senses, so it pushes you away from shopping. And this was one of the most important aspects of online shopping Proposition 4. Most of this was behind the scenes stuff, so having the right delivery company, have the right bank to do the online transactions, having the right web server so people don t hack your site all these behind the scenes services which make the online shopping experience smooth and safe for end consumer.. The importance thing to understand is that Woolworths creates no communication or relationships building with these behind the scenes, i.e you don t know who picks your food e.t.c, so it would take one time only for som1 to pick you some shitty fruit and you ll be put of using the service,

Tesco offers you compete control , you can pick your foodpickers and have contact with them, and even real time update on your shopping.. This bascially allows you to create a realthionship/bond with these people and you would have more trust/assurance that they ll do the job right. So without these realthionships or control each time as a shopper you ll be thinking I hope they pick the right fruit/meat/watever which again makes you more hesitant to use the service and tht is wat Woolworths does.