Quantitative Evaluation of “e-Customer Engagement Strategies” of Millennials for Online Brands, through ABCD Analysis Framework

Abstract

Purpose: The purpose of this study is to examine the Millennial’s online customer engagement strategic business model by using the strategic analysis tool under "ABCD analysis framework," and to then list the various key factors that are influencing the proposed model. The analysis is meant to identify the most influential aspects of the model in terms of its four constructs—Advantage, Benefit, Constraints, and Disadvantage—through qualitative and quantitative methods

Design: In order to analyse the model in both qualitative and quantitative ways, the research strategy includes the data collection through a focus group discussion, collecting their responses through a pre-designed response sheet and tallying up their scores according to importance and weight. Before starting to collect data, an extensive literature review was conducted on the analysis tool in question, focusing on its applicability to the business model.

Findings: This study found that online shopping is more widely accepted with the growth of Internet, than traditional brick-and-mortar stores based on data gathered and analysed from focus groups.

Originality: This study makes extensive use of ABCD analysis framework as a business model analysis tool, and it also incorporates the findings of previous studies that have employed the ABCD analysis framework. Moreover, it identifies potential new directions for research into customer engagement on e-commerce websites by listing important factors that need to be taken into account.