Business Model Innovation for Small-scale Online Sellers

Purpose: As the IT sector is flourishing in Pakistan with new entrants entering the market, the studyfocuses on the impact of personal selling, customer relationship management and product quality onconsumer behavior in this sector. The results from the current study will provide a guideline for ITfirms to get better growth, have an advantage through better customer relationship and have value intheir product, so that they can retain and increase customer loyalty. It identifies and argues that ifcertain behavioural tendencies are organizationally encouraged, they can play a significant role inbringing creative transformation to an organization.Design/methodology/approach: The present study has attempted to produce results and findings thatwill in turn answer questions regarding the effectiveness of variables known as personal selling,product quality and customer relationship management in the context of online shoping experience inPakistan. The statistical part of analysis is based on descriptive statistic, correlation and regressionanalysis of the online shoppers including university students in Rawalpindi and Islamabad. The datawas collected from a sample size of 250 respondents out of 270 in January 2017. Conveniencesampling technique was used for data collection.Findings: Results indicate that customer perceived value, customer satisfaction and switching cost aremajor factors which can highly affect the customer loyalty in the nascent online Pakistani market.Research/practical implications: The present study offers a reality check to local IT companies ofsophisticated customer base despite the online business being in its very early stage. It gives them aframework of how to effectuate their organizational effectiveness.Originality/value: This paper makes an attempt to reason why technology matters for linkingbehaviour and creativity together to create new ways of doing business.

Business Model Innovation for Small-scale Online Sellers Keywords:

Behaviour Dimensions , Transformation