E-Commerce

Chapter 14: Customer Service and Web Site Personalization

Chapter Objectives



  • Know why good customer service is vital to e-commerce success.

  • Learn about the diverse ways customer service can operate.

  • Discover how Web sites strive to make online shopping pleasant, safe, and efficient.

  • Identify methods businesses use to acquire and keep customers.

  • Understand the role marketing plays in e-commerce.

  • Find out how e-tailers set prices for their products.
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