A Conceptual Framework for Creating Customer Value in E-Retailing in India

Over the last few years, the retail sector has become an increasingly competitive and dynamic business environment worldwide. As net revolution is gaining momentum, most of the companies are becoming online through their corporate websites. The growth of the Internet has enabled the new retail format and forced the existing retailers to consider e-retailing model of retailing as well. The arrival of e-retailing model is also shaking up India’s retail sector because it has enormous competitive advantages over other channels. Despite the Internet offers tremendous potential in today’s cluttered online world, it is becoming difficult for customers to search for goods/services of their choice. Organizations are focusing on incorporating the use of digital technologies in the firm’s marketing mix, yet there is a need for organizations to better understand how to leverage this technology for enhancing customer value. Value-enhancing services may be offered to augment customer value. The focus of this paper is on developing a conceptual framework for creating and enhancing customer value in the e-retailing.