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Going digital: SMEs Based Food E-commerce Engaging Customer through Customer Needs-Driven

Lookup NU author(s): Hesty Utami, Professor Eleftherios AlamanosORCiD, Dr Sharron Kuznesof


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© 2019 International Consortium for Electronic Business. All rights reserved.This study explores food e-commerce engages customer to their needs, wants and lifestyle towards food purchase in the transition of retail revolution era. The focus is given to the customer engagement for co-creation process from the seller’s perspective. The study was carried in Indonesia by applying an inductive research approach using in-depth interviews with multiple food e-commerce company’s management (n=8). A six-stage of thematic analysis was applied using NVivo 12 software. The study showed that customer curiosity, customer buying behaviour change, customer food lifestyle changes and more demanding consumers underlying customer-needs driven. The SMEs proactively respond to consumer needs by communicating the expected benefits of food purchase via online channels. It activates the role of customer as value co-creator through familiarising food shopping based-online channel and experiencing the food online channel usage. The process of B2C value co-creation of food e-commerce is described as a process of gaining customer attention, role understanding, interaction, learning, intervention and making consumers discover. The transition stage of retail revolution of SME-based food e-commerce in developing countries demonstrates a conceptual process of value co-creation while exploring the customer needs-driven to this specific context. Both scholars and practitioners could learn from consumer behaviour changes displayed on online food purchase by managing each role and resources accordingly.

Publication metadata

Author(s): Utami HN, Alamanos E, Kuznesof S

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Published

Conference Name: Proceedings of the International Conference on Electronic Business (ICEB)

Year of Conference: 2019

Pages: 526-529

Online publication date: 08/12/2019

Acceptance date: 02/04/2016

ISSN: 1683-0040

Publisher: International Consortium for Electronic Business